If we can get to the point where advertisers can actually know who they are communicating with, perhaps our advertising ecosystem will evolve to a place where it adds value to consumers’ lives on a regular basis, as opposed to interrupting and annoying us all day long…


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When that happens, Facebook’s implicit advantage – that it knows who we are – will become commodified, and perhaps – just perhaps – the open web will once again thrive.

http://battellemedia.com/archives/2016/10/google-capitulates-to-facebooks-identity-machine.php