From that comparison, it is quite apparent that while Facebook may have a stronghold on your hours per day, and have richer personal data on the individual, Goo

From that comparison, it is quite apparent that while Facebook may have a stronghold on your hours per day, and have richer personal data on the individual, Google has access to a far more diverse dataset from its users. For example, there have been talk about how search has shown promise in early cancer diagnosis [0]. So as you say, while Google are currently only monetizing their ad platform at the moment, they are far better positioned than Facebook to quickly find new revenue streams, should they need to. Additionally, if you should believe that AI is going to be a huge area for monetization in the near future, then Google are very much well positioned to be a leader there - it is no coincidence that a "search" company is able to make self-driving cars or Alpha Go... [0] http://www.nytimes.com/2016/06/08/technology/online-searches-can-identify-cancer-victims-study-finds.html http://www.nytimes.com/2016/06/08/technology/online-searches...