[zmitri]

Despite the tough situation for Facebook, I suspect they are somewhat pleased that the focus right now is on an older data breach instead of on the toolset and functionality they provide currently that people aren't talking about.

Although the media is currently focusing on Cambridge Analytica and the simple targeting they offer to ad buyers using likes/interests, the reality is that advanced buyers can buy/collect data elsewhere, chop and segment it as they please, upload names and email addresses, and have Facebook automatically match the data that they have with fairly high accuracy to users on Facebook.

This removes any of Facebook's "liability" in terms of targeting using likes and interests in their system, but still allows anyone with the data and know how to do as they please and still reach all the users they want using Facebook's tools.

Sure, Facebook will take a hit with this, but ultimately Facebook can and will get away with the current narrative that this was something that only happened years ago and they are better now.

To me, the current toolsets and targeting using your own uploaded data is what is even scarier. Facebook will just shirk all responsibility this way but still allow for the same thing to happen in the future.