I think FB adds will get to revolve around "performance based advertising" (targeting users) on a global scale. Google will then find its way 'in' via it's Invite Media. Facebook will help provide the Data, as will Google et al ...Data is the 'key', I feel...
I feel that Many changes have 'evolved' with the need to now 'protect' both consumers and (own) Data becoming a main issue or, concern for publishers. In particular,those of the big media Co's, like Microsoft, Google & Yahoo, not to mention the concerns of a Facebook.
http://seekingalpha.com/instablog/36191-lookingconfident/139...
http://seekingalpha.com/instablog/36191-lookingconfident/141...