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A perfect ad is one I asked for, when I asked for it, like in Google or Amazon search results.

I go to Facebook to check on friends. I don't want a fried-chicken billboard to appear beside the photo of my friend's new baby. It's the wrong context (even if I'm craving fried chicken).

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what if it was a baby shower gift? What if they managed to connect enough dots to know that this is what you want, and thus, make the sale via this channel?

I still may not want to make the purchase via that channel. In fact, I find most important to be able to enter any web to read its content without those distractions. If I want to buy something, I'll go to any online store, thanks.

Then I can ask Facebook to show me gifts and stores my friends like, and some general listings.

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