Geocities ran ads, but the user's page was still in the spirit of OPs comment. I'd say that lasted until the late 00's. Around 2009. I partially blame the rise of Facebook for the proliferation of "social," though, people tend to get bored with _anything_ if it stagnates too long. Regardless, the internet was inherently social before that; they only changed the landscape. Not for the better in my eyes (though hindsight's 20/20).