• by Joe Mandese  @mp_joemandese, February 24, 2010

Shiv Singh, vice president-global social media lead at Razorfish, thinks Facebook Connect is “increasingly becoming the standard for authentication, and carrying your social graph with you,” but how will Facebook ultimately monetize it? According to Singh, it will be the same thing other people have been speculating on: a humongous online advertising network capable of serving the most relevant ads to Facebook users when and where they want to connect with brands.

“It’s going to be a huge win for Facebook,” he predicts.

Razorfish's Singh