No they won't sell the information to Coke. What Facebook does as an advertiser is basically make money off of derivative of surface personal information or a l

No they won't sell the information to Coke. What Facebook does as an advertiser is basically make money off of derivative of surface personal information or a large number of people. Coke would be able to target their ads to you, but will not know anything else about you. The whole business model of Facebook is targeting, that's the derivative they get out of your information. If they start selling the information, everyone would have the derivative. In your example, if Facebook sells information to Coke, Coke can use any cheap internet advertiser on the street. Why would it buy facebook ads anymore? No company would sell their only value prop, you've got it backwards. There is slight amount of information leak in terms of ad targeting and public profiling. Insurance companies can just put up fake beer ads and try to extrapolate how many 25 year olds are clicking in each area. But that's what you get for not living in a cave. The same insurance company can also sit on the highway and count beer trucks. They can also sit outside a shop and see how many 25 year olds are buying beer.