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Digg, which has spent four years trying to level the playing field and democratize media, will soon receive a facelift. According to Kevin Rose, Digg's founder and chief architect, the site, which hasn't changed much since its inception, will be putting a "stake in the ground this year and making some big changes."

Speaking to the Ad:Tech audience in San Francisco today, Rose talked about Digg's future saying ads need to be more interactive, print can't be saved, online publishers are in an incredible position and the importance of power users may be underestimated.

Update: Digg starts rolliing out its own ads

According to Jimmy Wales, founder of Wikipedia, there are too many Indians and not enough Chiefs in the world of Web 2.0 marketing today. "There is a lot of advice about how brands should be interacting [online]," he said in a keynote presentation at Ad:Tech San Francisco today. "But, unless your brand is information dense, this highly interactive marketing is both expensive and useless."

The good news however, is that communities offer the best bang for your buck in this miserable economy and Wales sees return on investment (ROI) as an "incredible steal right now," when it comes to consumer generated media.