300 million in page views net $15K in revenue. Not a business I want to be in. Google makes a very nice living because people who are googling are looking for information and the ads provide links to information. People who are socializing are not looking for something, they are already there. Most of the time the ads are even below the level of annoyance. (Mouseover videos are definitely over the threshold.) CPC vs CPM doesn't address the issue. Radio and TV ads work because you cant avoid them. Print ads works because people do scan newspapers in search mode.

The real issue is how to engage people when they are socializing. The advertiser needs something more engaging the current social event. Sex sells and flash sells, but the post is talking about something beyond that. I dont think target advertising is much more than the same old same old, but more refined. The break through will be something that enhances the social experience.

Maybe something like a chat about Paris brings up a live feed of a Paris cafe complete with tables for your avatars, with an urchin trying to sell you a travel guide. Whatever it is it needsto be engaging an not annoying.