In case you missed it, Facebook has announced that it will begin targeting ads based on content in its users' profiles. This is very similar to what Google does with its Adsense program. I think this new ad system will benefit both users and advertisers. Advertisers will be able to better target ads to profiles based on people's favorite tv shows, interests, books, movies, etc---in addition to age, gender and location like they have access to now.
Facebook's users will also benefit from this new ad system, as they will see more relevant ads and offers. Overall, this looks to be a huuge win for Facebook.
Something Facebook seems to be missing is how to give back to its users. Without us, there would be no Facebook, and without our juicy profiles, there would be no new targeting system. It seems like they should come up with a revenue-sharing system of some kind, to reward those who are active participants on the site. We share our lives, Facebook should share the money. What do you think?
For more information about this stuff, see Mashable and Darren Herman.