Once Facebook has a true web-wide view (i.e., is connected with nearly all 1.1 billion people on the web), their scale becomes completely un-ignorable by all major advertisers. They are already at this point today in many markets, but this will become true next year in essentially all online geographic markets.
Source: http://feedproxy.google.com/~r/adage/homepage/~3/BsGZeIMkxkI/post.php
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