The article says that to make more money, FB must "acquire more users and show more advertisements to existing users". There is a third option, which is to show higher efficiency (higher CTR) advertising to existing customers.
This, of course, does not invalidate the main thrust of the article's argument, as the way to increase advertising efficiency is to accumulate and exploit ever more data about its users. Recent events suggest that this is not in users best interest, as FB has proven an untrustworthy custodian of user data.
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The article says that to make more money, FB must "acquire more users and show more advertisements to existing users". There is a third option, which is to show higher efficiency (higher CTR) advertising to existing customers.
This, of course, does not invalidate the main thrust of the article's argument, as the way to increase advertising efficiency is to accumulate and exploit ever more data about its users. Recent events suggest that this is not in users best interest, as FB has proven an untrustworthy custodian of user data.