Also -- the exact numbers I've seen might be proprietary, but here's part of the value prop of online quantitative advertising: if you take ad spend and divide

Also -- the exact numbers I've seen might be proprietary, but here's part of the value prop of online quantitative advertising: if you take ad spend and divide by minutes spent in a bunch of areas such as {TV, magazine, newspaper, online}, online is an extreme outlier -- far lower than all the others. That indicates that most likely there will be at least a further doubling or tripling of online advertising spend. Add in trends you see like people ditching cable (just in the bare beginning, but itunes / apple tv, netflix, roku, googletv, et al are beginning to be a real competitor for people who aren't super techy) and it's not unreasonable to assume increasing movement of tens of billions of dollars of brand ad spend online. And fb will be a primary beneficiary of all this because of their ability to do very precise demographic targeting -- want to show your ads to eg self-identified unmarried asian women who like tennis, who are between 24 and 35 years old, and who have a kid in the house? fb can make that segment for you with high confidence.