Personally I believe FaceBook in itself is a dangerous application. One hacker could retrieve enough personal information to ruin a lot of people’s lives.

As for advertisements; unless they are relative to the user base, i.e. computer game ads on computer gaming sites, which is near impossible to target on a social website due to the desire of socialistic functionality by the user rather than interest in consumer product subject matter, they are almost totally ineffective.

Additionally internet advertisements are rendered near impossible to actually function if someone is using Firefox (and let’s face it, who isn’t except for the computer illiterate or office worker who should not be using FaceBook during office hours, unless of course they keep business data within their FaceBook account, although I personally believe that to be unlikely) by simple application of Adblock Plus, one of the most highly regarded advertisement blocking plug-ins for said browser.

To summarize, unless the ads are directed as user interest you are barking up the wrong pipeline.