我在网络流量分析公司Omniture的工作经历让我了解到，很多企业都在寻找客户上煞费苦心。比如说梅塞德斯奔驰公司（Mercedes-Benz）想对我这间屋子里的人打广告，为了确保屋子里的每个人都能看到广告，必须花很多钱。但90%的钱都浪费在了那些看了广告也没有能力购买豪车的人身上。

    事实上，现有的技术完全可实现广告直接定位到我这个人。但这项技术还没有整合起来，而有能力实现这种整合的人目前也还没有采取行动。我认为Facebook是这个能力的。但是如果Facebook不去做这件事的话，还有很多很多的初创公司可以帮助企业把广告定制到个人层面，不过其中很多牵涉到隐私问题。其中首当其冲的就是Facebook，但是我认为Facebook可以解决这个问题。在我看来，营销支出的浪费是一种最低效的开销，任何企业都难以避免。

    My experience with Omniture helped me understand how much people try to find customers. So say Mercedes-Benz wants to target people in a room I'm in. They would spend money trying to find each one of us, and 90% of their money would be wasted on people who would look at ads and would not have the means or capacity to buy a particular car.

    The technology exists to be able to target me specifically. But it just hasn't been stitched together, and someone with the means to stitch it together just hasn't done it yet. I would guess that would be Facebook. But if Facebook doesn't do it, there are dozens and dozens of upstarts that help personalize ads down to a personal level, though a lot of them have privacy issues. Facebook's been at the forefront of that, and I think Facebook can fix that. That's in my view the most inefficient component of any business, really: the marketing spent.