Social Network Hyves makes it possible for third parties to read profiles. In the test version of so-called People API, other websites gain access to profiles. This is the same one could see in a real-life visit, without being a Hyves member. The amount of information then is limited. However by granting a brand permission, the brand can get access to someone's friends list (em, Dutch). TodaysArt then places your friends on a map. So far for the gimmicks. Now it really will be possible for brands to connect their accounts to Social Networks, to Hyves accounts. With that, it will be possible to see what customers know each other. Then 'advice' can go one step further: 'friends who went to this hotel last year absolutely loved it!' Then the most powerful medium, word of mouth advertising, will get an extra injection. It is all about to start now.