We tend to forget that both, the social and the media part, input and output, are interpersonal, first.
Ad targeting doesn't need improvement. The incentives offered to people with an adverse attitude towards Ads are shit. Think of incentives as having effects and side effects. It's about intent. Free TV had that down ages ago. It was awesome. But they fucked market entry and whole population segments, more or less conservative and/or liberal as well as more or less authentic sub-cultural patchworks were left unserved.
That wasn't even nonsense! MTV, suddenly going away? Uhm, guys, I only get Peeeeeeeeeeeeeeeeeeeeee... beep boop bop beep boop bop beep... BEEEEEEEEEEEEEEEEEEEEP... (pause) ...brr-ding... brr-ding... Krrrrrrrrrrr-shhhhhhhhhhhh-eeeeeeeeeee-awwwwwwwww-eeeeeeeeeee... Bong-bong-bong... KSHHHHHHHHHHHHHHHHH (click).
Silence ...
around here, and then a lot of popups, ads, .... you know, the wild wild west of internet history ...
We talked TV on the street and in school. And Video games. Now Netflix et al and your feed, too. Who's roofs is most of that media industrial complex under?
Thinking Meta et al and their ads infrastructure and UX weighs as much as that of Free TV is falling for a rather simple Kansas City Shuffle.
"New", only now native media still doesn't interface as well with the brain and our emotional processing as TV and "The News" do. And won't until Neuralink et al get their interfaces all the way up your ... lobes.
Forget Zuckerberg et al and let them do their jobs. They don't need publicity, they need to filter for suitable test subjects, edge case pop segments whose needs & desires are yet to be fulfilled.
There's still a lot of people out there with something to put on the market but they can't because a little something is missing and nobody seems to know why ... something double long running on the news maybe?