It's a given that Facebook already rules our lives in terms of advertising -- even if Facebook ads may not be as effective as Google ads. This is because we constantly see Facebook ads, if not necessarily the paid ones.

Let me explain. Facebook last year introduced the concept of "," or the ability to passively share your activity online with your Facebook friends. Though frictionless sharing hasn't proven to be a huge moneymaker for Facebook or for the third-party apps that use it, it is a constant fixture in our Facebook News Feeds. Facebook may have yet to fully leverage its advertising potential, but it's mastered the friends-based advertising that pervades News Feeds.

Facebook also constantly bombards its users with super-targeted ads that feature their friends. The idea behind this is that people will take recommendations from their friends, and so if their friends are featured in an ad about something, they're more likely to click. Again -- this hasn't been a proven moneymaker, but it does impact people. Though I may not be any more likely to drink Pepsi if I see an ad for Pepsi featuring one of my friends, I will associate that friend with Pepsi -- something I normally wouldn't have done unless said friend was such an avid consumer of Pepsi that it was a running joke.

A few months ago when Facebook tweaked its privacy policy, the service asserted it has a right to use all of the information it collect on users to target people (more on privacy below). Meanwhile, Facebook has increased the number of ads people see and where they see them.