• by Joe Mandese  @mp_joemandese, January 31, 2011

That is Eric Wheeler's point of view. Of course, that's also Wheeler's business model. As CEO of 33Across, Wheeler mines data and launches campaigns based on the social connectivity of people across the World Wide Web, not just on Facebook.

"We are basically doing the same thing across the Web," Wheeler said, noting that the potential socially connected audience across the Web is 10 to 20 times larger than what a marketer can get via retargeting Facebook users.

Most significantly, those ads perform better than conventional Web ads.

"Two to five times better, when they are socially connected," Wheeler said.

Asked why they perform so well, Wheeler said, "There are a couple of things going on. People are more social than they've ever been, and that's happening across the Web, not just not on Facebook."