New opportunities for advertising

Via this blog posting by Guy Kawasaki, I came across this posting including this interesting 1 hour panel discussion on the topic "Is Advertising Dead?". Listening to the panel discussion, I learned, not least, that dialogue among / communication between people / companies is a trend, a new way to approach customers. About half an hour into the discussion, I heard, for example, Tim Kendall, Facebook, saying the following:
"There’s a lot more monetization opportunity when you start thinking about the web in social terms."

What do you think?

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