Real revolution isn't Facebook's ad plan; Zuckerberg makes big claims, but future lies in power of peer-to-peer.(new internet advertising service introduced by Facebook)

Advertising Age, November, 2007 by Klaassen, Abbey

Byline: ABBEY KLAASSEN

Facebook ceo Mark Zuckerberg last week unveiled the social network's new ad program to 250 marketers at a much-hyped Manhattan event with this bold proclamation: "The next hundred years will be different for advertising, and it starts today.''

Total hype-or at least hyperbole.

Like any new advertising venue, Facebook's ad system merits a look. But don't be fooled by the grandiose rhetoric around its revolutionary powers. In fact, out of everything Facebook unveiled last week, the part that's most interesting may not be the advertising at all. ...