> the organizing principle of digital advertising, which is the individual consumer. What Facebook — now Meta — is better at than anyone in the world is understanding consumers not as members of a cohort or demographic group but rather as individuals, and serving them ads that are uniquely interesting to them. > > brands are created for cohorts or demographic groups, because they need to be manufactured at scale; > > thus the opportunity for an entirely new wave of companies that were built around digital advertising and its deep personalization from the get-go.

from Ben Thompson