2018’s 3P data and tracking tech no longer needs to violate FB policy to do what was done in 2013.
FB provides a platform for ads, sure, but it can be used for way more than just ads.
3P tracking can infer who (even specifically) is viewing ads and it knows the social graph by other means. It can also do effective mass psychometric tests. A/B testing infrastructure can be used for more than just optimizing ads ... all of the psychometric dimensions tested by Kogan’s 2013 app can be expressed as embedded imagery and messaging in ads, and the same types of tests can operate at the same scale by integrating 3P data and tracking (some of which certainly originates from policy-compliant FB apps) which already knows the social graph beyond what FB will allow a single app or ad to draw.
FB provides a platform for ads, sure, but it can be used for way more than just ads.
3P tracking can infer who (even specifically) is viewing ads and it knows the social graph by other means. It can also do effective mass psychometric tests. A/B testing infrastructure can be used for more than just optimizing ads ... all of the psychometric dimensions tested by Kogan’s 2013 app can be expressed as embedded imagery and messaging in ads, and the same types of tests can operate at the same scale by integrating 3P data and tracking (some of which certainly originates from policy-compliant FB apps) which already knows the social graph beyond what FB will allow a single app or ad to draw.