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Now, it's true that the advertisers *used to* get a good deal from the platforms, and that it came at the expense of the users. Facebook lured in users by falsely promising never to spy on them. Then, once the users were locked in, Facebook flipped a switch, started spying on users from asshole to appetite, and then offered rock-bottom-priced, fine-grained, highly reliable ad-targeting to advertisers:

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3247362

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