Social media is a subset of media. It doesn't blend into the superset (in an advertiser's mind anyway). When I purchase AdWords, that's just media. It shows up

Social media is a subset of media. It doesn't blend into the superset (in an advertiser's mind anyway). When I purchase AdWords, that's just media. It shows up on Google, blogs, some professional content sites, etc., and I don't know or care where. If they added Facebook to that, it would drag CPMs way down so they won't,