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What I don't understand is why doesn't facebook try to leverage it's data and serve contextual/interest ads on other sites in similar way that google does with adsense? I know I would use it with my startup.

That way, they don't have to conflate the incentives of the different parties involved as much as they are doing now.

Those ads typically perform pretty terribly

Something doesn't make sense here... I gathered from other threads that Google's ads are preferred over facebook's. So either Google doesn't do "contextual/interest based" ads, or contextual/interest based ads do not perform terribly (compared to what facebook is currently doing).

Google's search ads perform very well. They capture people in the moment of intent. Google's 3rd party ads perform badly since they are abstracted much further away from live intent, but Google gets away with it because they are pay per click, which implies lower risk for advertisers.

I don't disagree, but with that logic, maybe facebook could get away with it too. And I didn't suggest it as an either/or thing, just maybe something to reduce the pressure on the current revenue streams. For certain types of sites/products, facebook could give google a run for their money with a competing product.

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