Chicago - 6:13 pm on Jun 22, 2012 (gmt 0)

Engine, I think you are right on here. The fact of the matter is that FB has the personalized profiles that can target users around the web in what may arguably be a more effective experience than that of contextual or other display networks, simply based upon deeper data.

I imagine FB is going to push the network model forward, as moving off-site is a major hedge to poor ad performance on-site and increasing ad revenue growth and compete for ad market share as all the other majors do.