Facebook's "Home" concept for smartphones puts notifications up front, with updates from Facebook friends appearing on home and lock screens. Though the home screen won't carry ads at first, ad industry observers see opportunities ahead. "Facebook will move a little slower on this until the user base really grows and is locked in," says Marcelo Eduardo, Huge's vice president of user experience. "We can expect that over time, advertising to the Home screen feed will become available and will provide very powerful opportunity for marketers," says Todd Herrold, Kenshoo Social's senior director of product marketing.

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