When Facebook (FB) Chief Executive Officer Mark Zuckerberg unveiled Graph Search on Jan. 15, he hailed his company’s latest innovation as a great leap forward for search. Facebook members who want to know their friends’ preferences before making decisions on restaurants, vacations, career choices, and maybe even life partners, can look for, say, “single friends in San Francisco who like sushi,” and be rewarded with meaningful results. Zuckerberg thinks he can offer his customers the grand prize of advertising: perfect microtargeting.
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