[throw_awy_1]

I'd imagine that the advertiser could only show needle ads next to content about sewing / knitting and be very effective at reaching the desired audience without resorting to collecting PII about that audience.

Any reason this wouldn't work?

[actuator]

As I wrote in my example, this intent based method works for a big advertiser which is making a mass market product; but say someone producing a niche artisan knitting needle which only say 1 in 100 people who are interested in knitting needles will be interested in, would benefit from targeted advertisement. Otherwise, they would end up spending a lot of money on ad space not worth bidding for.

A nitpick, the advertiser is not collecting and getting PII. FB the ad platform, owns and controls that data.

[throw_awy_1]

Understood. My suggestion was that Facebook "target" based on the content of the post/article/website. Thus a needle ad is shown next to a kitting post. This can certainly be an artisan needle producer buying 1000 impressions...

Fully understand that Facebook is keep the PII close - that's their differentiation.