[pigbucket]

If a company has access to hundreds of millions of profiles, can figure out an effective way of delivering targeted ads, and can effect a fundamental shift in the way most people find content on the web (i.e., a shift from keyword search to social search/sharing), then Google's advertising revenue could fall significantly. The obvious existing threat is Facebook. Facebook ads are not good enough yet, but could be relatively soon. I think the question for Google is whether it can catch up on social before Facebook catches up on search and ad targeting.

[sek]

I heard these arguments before but nothing happened so far, facebook has still one of the worst return rate in the industry.