I actually think this is exactly the right thing to be doing. For both advertisers and for facebook. The main problem with display ads in the search/ppc era is

I actually think this is exactly the right thing to be doing. For both advertisers and for facebook. The main problem with display ads in the search/ppc era is the same problem as display ads in the print media era: Banner ads do a crap job as magazine ads. Display ads to a crap job as search ads. The reason search ads work is that they are part of what the user is doing anyway. If the user is searching for sites about tea, the ads that work will generally be for sites about tea. When a user is on facebook, they are doing facebooky things. The ads that work can be expected to be ones that get her to do facebooky things. The only qestion is will anyone pay to have facebook users to do facebooky things with you. Given how much I hear about companies using 'social network marketing,' I think the answer is 'yes.'