Actually, at least for what I know, there is no real compettor to Big G: Blekko, DuckDuckGo, Bing and so on are far from being really a danger, also because they don’t have that enormous amount of money to twist the market, well maybe Bing has, but sooner or later things will change. As I said above Open Office and Linux where not created in a day but they arrived nevertheless.

The same thing will happen for ads and I’m pretty positive about services like CrankyAds as publishers like to have a bit of control about what happens on their own website and to have at least some security about how much money they can raise per month just like advertisers prefer not to go broke on ads.

As for social media I think it will come out something more user friendly and more private, or targeted as you said, probably from a service which would not consider users just as dairy cows or as Guinea pigs to be screened and profiled and sold.

Something like Diaspora probably. They will fight it just like Yahoo tried to do but at the end they’ll lose and better services for wise users will come out.

Always my opinion.