Add to the conversation, or fail
Jason nails it on the head:
The key finding here, in my mind, is what I’ve said all along: social networks are great for traffic but horrible for advertising. Social networking sites are probably not going to figure out a way to insert advertising into people’s conversations–just like message boards, chat rooms, and IM didn’t.
Again, communication services are amazing for traffic, but they suck for advertising. High CPMs are going to be reserved for vertical content and search, where people are in the cognitive mindset to consume sponsor messages, which when correctly aligned are perceived as content.
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