Facebook recently started offering Like topic-based targeting in its self-service ad platform and via its advertising API. While its implementation seems simple, Facebook appears to be doing some data analysis to suggest related topics in addition to those an advertiser specifies, somewhat akin to paid search broad-match techniques. Such targeting and analysis could be applied to a Facebook Connect-based ad network that serves up ads outside of the Facebook site, should Facebook or anyone ever build such a thing. (Are you interested, Microsoft?) At the same time, comScore shows Facebook becoming an increasingly important site for video consumption. High-quality online video advertising inventory is valuable, though Facebook isn’t exploiting that opportunity yet, and its quality content is often fee-based.