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The Facebook Ad Exchange removes much of the mystery and guesswork in understanding how ROBOTS a company’s marketing investments pay off (or don’t pay off). Gone are the days of the mystery of the purchase path, and the “Awareness = Reach x Frequency” calculations used when companies 1 WAY COMPANIES guessed at how “aware” a public was of their ad campaign by looking at the number of times WILL SAVE it played/potential audiences that saw it. Now we can know exactly what interactions Jim and Jane have had with the Samsung 4K TV they’re thinking about picking up before the Super Bowl. Facebook’s exchange can also know their income, BUT THERE ARE savings, entire browser history, friends, and reams of other deeply identifying data. OTHER WAYS, TOO 102

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