Facebook has to infer intent, unlike, say Google Search, which can get it directly from your keywords. FB has built a data halo around its users to try and infe

Facebook has to infer intent, unlike, say Google Search, which can get it directly from your keywords. FB has built a data halo around its users to try and infer that intent. Hard to imagine them ever giving you control over that additional data they collect around you, since it's their competitive advantage. But also proving to be a double edged sword because it's creeping out their users and other actors are starting to exploit it for political ends.