But the reality is that there’s a new generation of consumers who have little or no privacy expectations, and they’re going to prove a rich source of performance data, suggests Scott McAndrew, director of strategy for Tempe, Ariz.-based interactive marketing agency and Facebook APP developer Terralever.

Not only that, as marketers get used to the rich demographic and preference information social networking sites can provide, their expectations will rise ever higher, McAndrew notes. “When they look at Facebook and all of that data, they’ll be looking for it in other mediums,” he says.

Check out Scott’s Online Marketing Performance blog.