The death of mass advertising?

Facebook Tries 'Social Advertising'. ..."a Facebook user who rents a movie on Blockbuster.com will be asked if he would like to have his movie choice broadcast out to all his friends on Facebook. And those friends would have no choice but to receive that movie message, along with an ad from Blockbuster."

MySpace reveals 'targeted' ads - "a pilot scheme that allows it to sell advertisements targeted to the individual tastes and interests of its millions of users...[It] will give advertisers the ability to drill down into 100 different user segments. This will allow them to differentiate between fans of romantic comedy films and action films, for example."