I believe the answer is that consumer-facing brands need to roll their own social network, and social network makers will thus capture a good part of the ad spend on social media. -- KM

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Some Social Networks May Never Support Brand Advertising, IDC Finds — FRAMINGHAM, Mass., August 28, 2007 -Hundreds of millions of U.S. consumers have adopted social networking services as a tool to manage their social networks and express themselves. Spreading like wildfire …
Source: IDC Home: The premier global market intelligence firm.
Link: http://www.idc.com/getdoc.jsp?containerId=prUS20843107
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