Summary Only: Some Social Networks May Never Support Brand Advertising (via IDC)
From the summary:

To generate new revenues in the future, IDC expects that most social network services will employ a mix of business models, including advertising, subscriptions, and e-commerce. Of these three models, only advertising scales well enough to make social networks interesting for portals and major media companies. So far, however, little advertising can be found on social networks. And while the issues underlying slow ad sales may eventually be solved, some services may never be able to attract brand advertisers on a large scale.

Source: IDC

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