Most people are buying ads for people to see. Some others, however, are using the platform as access to user’s extensive 3P data, once they click and are shuffled through multiple shady ad exchanges gathering and selling data, including the social graph.

Some others, like CA and ilk, also get easy access to user’s psychometric data, by embedding the psychometrics into A/B tested ad content.

The adage “you are the product” has only become more true as FB has advanced, whether by their intended or explicit policies or not.