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Facebook could own situational advertising

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Yesterday Facebook announced that it was simplifying privacy and launched a massive PR campaign to prove it.  Assuming they can get over this little issue of privacy, they stand to own a huge chunk of advertising. Yah. I know. Big deal. Advertising is not cool nor does it work. 2% click-through!?!?!? Are you kidding. But this is a big deal. This advertising will be situational! What is...