The Google / MySpace Open Social announcement means that applications designed for Facebook and distributed across its network will soon, with tweaks, work across almost all social networking applications.
For advertisers this is both intriguing and scary. Intriguing because you get to attach commercial messaging to stuff you can be almost certain is being used; scary because the demands on relevance go sky high.
I suspect this will be a truly disruptive event as it is possible that applications will somehow become a really major component of the digital experience and require a really significant adjustment for marketers.
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