PARIS: The quandary for those who run social networks is how to monetize activity on them without antagonizing and thus losing users through distracting ads? The answer, for Twitter, YouTube and Instagram, is to slip in some stealthy ads camouflaged to look like posts from listed contacts. Each of the networks has in-house teams whose job is to think up ways to advise brands on how to sneak their marketing into members’ feeds. At YouTube, owned by Google, the effort is called “Zoo”. Instagram uses the “Creative Shop” of its parent company Facebook. Twitter’s name for it is the relatively straight-forward “Brand Strategy”. The strategies adapt to the specific requirements, formats and behaviour on each of the social networks.