Amid all the talk about user created content, the ecommerce potential of social networking sites and why relationships on Facebook are worth $15B, one thing is clear. Marketing gurus are salivating at the potential of monetizing where you and your friends go, shop and interact online. Newly announced Facebooks Ads and Facebook Beacon make consumers more central to this opportunity than ever before.

What I do not understand why would anyone give out their information to invite the advertisers? This is just mind boggling aspect of the popularity of these social-networking sites. I don't get it.

Great point. As consumers, we certainly care about what's new, what our friends are into and where to get it. If these platforms continue to build consumer-centric opportunities where we can shape, edit and even curate the brands, services and experiences advertised here, then Facebook Ads will be relevant and valuable. If advertisers simply infiltrate these spaces without delivering a specific benefit or upside, then as you've said it won't work at all.