Facebook downplayed privacy for advertising. The ability to target individuals for ads and price based on per-person impressions (Joey, 18, has seen this Cola ad 14 times in the last week) is their best opportunity to make Google-money. CTR is always going to be low on Facebook, but impressions are still valuable if they create brand awareness, in the same way that television ads are valuable. But the ability to track ad campaigns at the individual level sets Facebook apart, and that's why privacy had to go.
