Apparently, Facebook thinks this:
Each service adds a few more data points about you inside the Facebook brain, which is quite aware of your activities inside the Facebook ecosystem. The brain can then crunch all that information and build a fairly accurate image of who you are, what you like and what might interest you. With all that information at its disposal, Facebook can build a fairly large cash register
I believe it to. I don’t know if Facebook will win, but the person who can aggregate and synthesize data will be able to target experiences most effectively. The more targeted the experience is, the more premium the buy becomes. I heart data. Remember, every page has different audiences.