Facebook has the freedom to accept advertising deals and marketing campaigns from whoever it chooses despite the recent Microsoft deal, it has been suggested.
According to Zachary Rodgers of the ClickZ Network, the Microsoft deal will not stop the social networking site from supplying user developed applications (apps) that include advertising and sponsorship.
Mr Rodgers claims that apps such as the Zombie feature – sponsored by computer game and movie franchise Resident Evil – prove that Microsoft will have no monopoly on what is appearing on Facebook.
One internet advertiser that uses apps, AdBrite, claims that its recent deal with the social networking site could put the firm in a good position despite the Microsoft share acquisition.
AdBrite founder and president of products, Philip Kaplan, told ClickZ: "We’re in a good position working with the existing advertisers we have and getting them on Facebook apps."
Earlier this week, search industry expert and journalist John Batelle said the deal – which gives Microsoft a 1.6 per cent stake in Facebook – could be "a slam dunk" for the company.