The thing about Facebook advertising, and the reason it struggles with monetization, is Facebook knows nothing of what people want. Moreover, there's a ton of stuff people will never post about wanting to Facebook (privacy is a big issue there - from friends and family).
The best Facebook can do is classify people into narrower demographic bands, but then spam the range of advertising for that band at them. It is not good at it - I'm under-30, ergo clearly I should be sent ads for alcohol and travel. Regardless of time of day or what I'm doing at the moment.
Facebook can also never not show you ads - they don't know intent, at the moment, so they have to try and catch the rare sellable moments throughout the day of a person, whereas Google knows when you search that you're searching for that exact thing right now. Which means they can filter a lot of ads which would otherwise make people suspicious of the advertising because they don't have to show you anything when they have nothing interesting to show you.
Moreover, the type of advertising you suggest Facebook leverage is a giant catastrof* of possible legal issues with using people's likeness without permission. To what level of social graph depth are they going to do that? And who bears responsibility if 4 months after saying "I love GEICO" someone follows up with "Screw GEICO, they're a terrible company to make a claim with". Facebook doesn't get paid for not showing the GEICO ad anyway.
I think you are underestimating how good NLP is getting. Getting easier to accurately pull like, hate, going-to-buy signals from social media texts. (I used to work on this problem.)
The thing about Facebook advertising, and the reason it struggles with monetization, is Facebook knows nothing of what people want. Moreover, there's a ton of stuff people will never post about wanting to Facebook (privacy is a big issue there - from friends and family).
The best Facebook can do is classify people into narrower demographic bands, but then spam the range of advertising for that band at them. It is not good at it - I'm under-30, ergo clearly I should be sent ads for alcohol and travel. Regardless of time of day or what I'm doing at the moment.
Facebook can also never not show you ads - they don't know intent, at the moment, so they have to try and catch the rare sellable moments throughout the day of a person, whereas Google knows when you search that you're searching for that exact thing right now. Which means they can filter a lot of ads which would otherwise make people suspicious of the advertising because they don't have to show you anything when they have nothing interesting to show you.
Moreover, the type of advertising you suggest Facebook leverage is a giant catastrof* of possible legal issues with using people's likeness without permission. To what level of social graph depth are they going to do that? And who bears responsibility if 4 months after saying "I love GEICO" someone follows up with "Screw GEICO, they're a terrible company to make a claim with". Facebook doesn't get paid for not showing the GEICO ad anyway.