To put it concisely, targeted advertising is crucial to pushing forward a powerful, far more efficient advertising model that can fund media companies on new platforms.
targeting has the potential to be far more valuable than generic media advertising, and with the dominance of advertising-supported models online, it's not a stretch to say that the future of many businesses depends on nailing the complex issues around how sites handle personal information. Media publishers need to pay close attention.
Social networks, in particular, are driving the development of these models because the are repositories of so much personal information. But the flip side of that is where the boundary is drawn between personal and private.
Read more about Facebook here.