Facebook can offer what Yahoo did in the late 90s, early 2000s - a large audience and a consistent, high quality content for billions of impressions. Since the

Facebook can offer what Yahoo did in the late 90s, early 2000s - a large audience and a consistent, high quality content for billions of impressions. Since the advertising world is divided into pay for performance ads and branding ads, Facebook can choose which to suit when. Google serves the first and YouTube serves the second. Public statements and actions both affirm Facebook's lack of true focus on any particular advertiser base. To date, my bet is that most of the revenue coming through the systems is performance based advertising for games like Zynga who is rumored to be spending double digit millions monthly on FB ads.