Facebook and other social networks (Google+ for example) played a huge role in this* by enforcing real name policies. It's more profitable to advertise to users

Facebook and other social networks (Google+ for example) played a huge role in this* by enforcing real name policies. It's more profitable to advertise to users when you know who they are, where they live, how they shop, what they eat, etc, and not just their screen name. * https://www.npr.org/2011/09/28/140879480/who-are-you-really-activists-fight-for-pseudonyms https://www.npr.org/2011/09/28/140879480/who-are-you-really-...