Brian Boland, Facebook’s vice president in charge of ads product marketing, quoted by Vindu Goel in
Facebook to Let Users Alter Their Ad Profiles for the New York Times.
really a real quote from Facebook lololololol
The sad thing is, I know exactly what this is about. I bet it’s a response to the perennial complaints / backlash from, say, women who don’t want to be shown wedding or weight loss ads, or men who don’t want ads to needle at their (invented or not) middle-aged crises. It’s a parsing thing, maybe: people are saying they want less shitty targeting, and Facebook is hearing or choosing to hear ”less shitty targeting,” which can easily be translated in a business plan to “more targeted.”
Yeah you’re right, what FB means is “better targeted advertising” which is still as you say a huge & probably wrong assumption. But I don’t think they have a reverse gear here, they can’t not use advertising because the whole “fans mean money” thing never happened for them, Coke can have a billion fans and still find only 1000 are bored enough on a given day to “engage with the content”.
There have also been a lot of surveys which ask people questions that are the equivalent of “Would you like to see ads if they were useful and awesome?” (“timely” and “relevant” etc.). If a unicorn existed, would you like to see one? People say “Yes, I would”, and that too translates as “they want more targeted advertising” because the middle question, “Do you believe Facebook can actually deliver this?” goes unasked.
Summary: “Less (shitty targeting)” vs “(Less shitty) targeting”.