Facebook Connect: The Money is in the Feeds

As Facebook steps up the press around Facebook Connect this week, much of the discussion in the media trades around the business model for Facebook Connect is focusing on its potential to enhance contextual advertising on Connect-enabled websites.

But while supplemental demographic data and social endorsements will inevitably improve website ad performance in the long run, the real business behind Facebook Connect lies in its potential to make Facebook a communication platform for the whole web.

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