Social Advertising

Right now, one of the most successful models of advertising is google. I believe there are three critical ingredients to success that google has built in house to enable it to do what it does.

Open source solutions, not just software
Right now, open source has flourished and demonstrated itself as a successful software development model. Experienced programmers are able to set aside a portion of their time, and donate their experience and consequent expertise to producing
 * world class,
 * freely distributable
 * improvable/extensible
 * a product of open source mentality

Lots of programmers donate their time and labor constructing complex, carefully designed (through iteration, evolution, collaboration, brain sharing, etc) software, to solve problems presented by the rapidly accelerating pace of development of internet based services, especially interactive, community based, socially enabled services.