The Guardian: I’m an ex-Facebook exec: don’t believe what they tell you about ads

The Guardian: I’m an ex-Facebook exec: don’t believe what they tell you about ads. “Converting Facebook data into money is harder than it sounds, mostly because the vast bulk of your user data is worthless. Turns out your blotto-drunk party pics and flirty co-worker messages have no commercial value whatsoever. But occasionally, if used very cleverly, with lots of machine-learning iteration and systematic trial-and-error, the canny marketer can find just the right admixture of age, geography, time of day, and music or film tastes that demarcate a demographic winner of an audience. The ‘clickthrough rate’, to use the advertiser’s parlance, doesn’t lie.”