Well to all those who asked which half of their ad budget is totally wasted, ..now they know where at least 60% of that half is being wasted.
Facebooks data is a goldmine ..but display ads are not the tool to exploit the seams.
The tools to do so require ultra precise targeting
( and being able to use them will probably need some radical adjustments to what is legal re "privacy" and sale of user data ..such adjustments will probably happen..if facebook lobby^^^^^greases enough palms of "lawmakers" ..the question is will their backers continue to back them until the relaxed data privacy laws they need are in place? )
..and Google has a head start on exchanging "free" services for relaxed privacy for data and mining the results...and allowing others via adwords to mine alongside them..and Google is already in net profit ..and has a warchest.
MS has the money ..but MS partners to assimilate ..witness its past ..and what has happened and is happening with Nokia ..and what has happened and is happening with Yahoo*..
*I do not see Yahoo "independent" in 5 or 10 years..
Even Apple could buy them now "cash on the nail" ..if they wished to get into search..