If there is a need of a real match for Google Adsense?

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Adsense is the most popular, widely used and powerful advertising agency available in the Internet which has no match for it in the field. Adbrite or BidVertiser which are also present in the market are not a real match for it and would also never be able to become so. Do you think that this monopoly of Adsense needs to broken and a new ad agency needs to be launched by any fresh site or any existing site like Facebook which has already been functioning as a real competitor of Google in some other fields? How would you welcome any such new effort especially if it is launched by Facebook? Would it be a real threat to Google Adsense?