Facebook Connect as the basis for a new kind of adsvertisign platform

I think it is entirely feasible to create an ad network specifically for Facebook connected sites, that are able to serve relevant content based on information scraped from a users (and their friends) Facebook profile (which is precisely what Facebook connect gives a site access to). The idea is very much related to Media6's ad platform, but instead of looking for overlaps and interactions between cookies on specific "socially relevant" sites, this would map directly to a user's social graph. What is more is that the ads, more than highly relevant, could be personalized. The display advertisement could theoretically have an output field with the user's name highlighted... or maybe the name of their girlfriend... or maybe the name of a family member whose birthday it is.

Think about this example: Amazon integrates Facebook Connect and can now see what you have listed as favorite movies and favorite books. This information could be used to make even better recommendations than Amazon's recommendation system can make alone. Furthermore, they could see what books and movies your friends have listed as favorites, and on top of that, how relevant each friends taste is to your own based on how frequently you connect with those friends. All this information could make for much more sophisticated recommendations. The way this example is different than the information listed in the Facebook Connect deck below is that this would be a specific agency built on this idea, who would specialize in developing the necessary algorithm's for delivering relevant ads based on Facebook Connect data... It is unlikely that Amazon would invest to develop such a system, but it is likely they might white label a system from an agency that does only that.

Another far fetched idea would include the include the extra data richness of applications, some of which map even deeper information than what a Facebook profile is capable of by itself. For instance, the Ancestry application indicates who is in someone's family... the causes application indicates what someone really believes in and stands for. I think you are beginning to get the idea.

In addition to this, this platform could figure out which advertisements you are likely to click on, based on which advertisements your friends clicked on, and how relevant that friend is to you based on how frequently the two of you interact.

So in summation, an advertising platform premised on the information derived through Facebook Connect has X advantages:

1. Relevancy: It can serve highly relevant content based on a wealth of information you have provided yourself, along with the implicit information derived from your social graph / context.
2. Targeted: Facebook could advertise directly to you, using your name or the names of those close to you.

Some of this may sound big brother-ish, but given the fact that advertisement is here to stay on the internet, should it just be something that is relevant?