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Google's search ads perform very well. They capture people in the moment of intent. Google's 3rd party ads perform badly since they are abstracted much further away from live intent, but Google gets away with it because they are pay per click, which implies lower risk for advertisers.

I don't disagree, but with that logic, maybe facebook could get away with it too. And I didn't suggest it as an either/or thing, just maybe something to reduce the pressure on the current revenue streams. For certain types of sites/products, facebook could give google a run for their money with a competing product.

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