[jld]

Many (most? all?) newspapers have a firewall between ad sales and news/editorial. Since news and editoral on FB is pretty much the news feed, I think duplicating the newspaper model here might be something like so:

One could split Facebook into a "connecting the whole world" company that Zuck talks about constantly and the ad company FB actually is.

The ad company would have exclusive license to fill of all the ad slots on the platform, and the social company would request ads through some kind of interface which had strict privacy controls. The ad company would take a cut and pass the rest of the cash to social network.

Just one way I think it could splitting the company could work.