GigaOM Interview: Mark Zuckerberg, Founder & CEO Facebook

GigaOM: "People go to a content site to see a specific kind of content and will trust those ads relate somehow to it. On Facebook, people aren’t coming to see content from Facebook; they’re coming to see what other people are sharing, so the most natural analog would be having the ads be information shared among the people. Because so much of our society has some commercial component it seems like there will be a way to both share information and line that up with what advertisers want.

Some amount is happening as advertisers pay to accelerate that distribution of information. The amount they’d be willing to pay is proportional to how much it is accelerated."