The concept of web 2.0 has revolutionized and changed the way of thinking of the people in the world, One of those changes is given regarding the definition of consumer, since development has led the costumer to both consume and produce content in the network, from the advertising point of view, it leads to a strong reflection with regard to the “twofold “of the costumer, the “two sides” of the costumer; from which questions arise such as, what is stronger? Or is it that both of them have the same force? Or also when does the costumer play the role of heroe or the role of murderer? The content in this document makes possible to show the study of important variables that are involved in the context of the prosumer and that at the same about which of the two facets or faces dominates, if one over the other (Consumer vs Prosumer) or vice versa (Prosumers vs Consumer), in the context surrounding a brand from the web; it also raises interesting questions about how to take advantage and balance both sides, in favor of or against, in order to strengthen or deteriorate the digital identity of a brand, all this from the power that currently has a prosumer on the network.