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"Scott Rafer's Lookery, the ad network for Facebook apps, is branching out to encompass the entire web.  Called Lookery on the Web, this advertising network will rent out the data it gathers from smaller social networks and offer it to developers and other companies.  It's not all that different from what Lookery does with Facebook apps, as they operate as mini networks within Facebook's larger community.  \nLookery on the Web will, in a sense, aggregate the personal information from many secondary social networks, like Hi5, and provide a large pool of data for market researchers, advertisers, and other companies that would want to use the demographic stats.  \nWill this diminish the importance of larger social networks like MySpace  and Facebook  when it comes to the advertising game?  Probably not.  The impact of having users in a central location, gathering data, offering personalized ads and distributing content is something that can't be easily replicated.  If anything, it will provide the marketing data needed to more efficiently target ads on MySpace and Facebook, and it really extends the advertising network's capabilities as a distributor and an analytics tool.\nWhile Lookery leaves Facebook apps in the dust, a couple other Facebook app advertising options have emerged in the past few days, including Appfuel  and Rockyou/Widgetbox.\n[via  cnn]"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2007/09/28/lookery-on-the-web/>