It is reasonable to assume that a marketing message written with the profile of the targeted person in mind works better than generic message. In Facebook camp

It is reasonable to assume that a marketing message written with the profile of the targeted person in mind works better than generic message. In Facebook campaigns you can use certain things, such as user's interest, to select who sees your message. I'm not an expert on Facebook analytics, but I believe you can get pretty good stats on how your campaigns are working, how much promoted posts get shared etc. This sounds like the holy grail for advertising. You get to write your message for certain profile and get quick feedback how it worked. Even if the system is not perfect, you would have an advantage compared to somebody else who is spending the same amount of money and not using similar targeting. Maybe their model also allowed them to find social influencers with many followers. Being able to targer these people and get them to share your message would be really good. The article compares this to the effectiveness of traditional voter targeting methods. I'm not sure what the parameters used on those are, but maybe all of them are not available on FB, justifying the need for something else.