Ads on "social nets"

Great analysis from Umair at Bubblegen on advertising on social nets:

"The point is - ads on social nets are seriously underperforming at the moment. It's unlikely that naive ads will be the b-model that lets them capture a share of the massive value they have created. Rather, it's when they revolutionize today's stale, inert adscape is when real (top-line) growth will occur."

The way that "social nets" (broadly defined) have radically altered the content production, distribution market needs to be replicated to the way ads are placed, sold and delivered. I'm biased, but I do think that such replication can occur in an obvious way: by viewing the recipient of the ad, and that person's actions, as the focal point of the whole ad system.