The stakes are enormous and boil down to the relative worth of the targeted ads that are a specialty of both companies. Broadly speaking, a targeted ad is worth almost 300 percent more than a non-targeted ad. Facebook Needs To Know Who You AreFacebook knows the best ads to serve because Facebook knows about Emily. The key here is that Facebook knows personal data about Emily, an identifiable person, and then serves ads to Emily based on that personal data. Google Doesn’t Need to Know Who You AreIn contrast, Google can serve targeted ads based on searches alone.

Source: Forbes August 29, 2017 13:52 UTC