It is no more a trickle. Advertising on social networks like MySpace, Facebook, Orkut is now officially a flood.

Advertisement budget on Social networks in US (2007) : $920 million
Advertisement budget on Social networks in US (2008 proj.) : $1.6 billion

Worldwide, 2008 is going to see a 81 percent increase in Social network advertising from $1.2 billion this year to $2.2 billion

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