so maybe fakeknows in addition to those things you watch fox news a lot and you went to a certain college and you live in a certain state like iowa or new hampshire and then they can target you with a very specific ad knowing that you're likely an iowa caucus-goer who is interested in energy and watches fox news and is friend with these people and you get this ad in your stream and it's directly to you and your interests. >> sreenivasan: this is a big shift. it used to be advertising was about reaching most amount of people possible. now we don't really care to reach the most. we just want to reach the ones who could turn into voters for us. >> exactly. as facebook says it's about reaching the right people in the right place with the right message. >> sreenivasan: and if you're in a household, really, there are multiple facebook accounts that could be using the same computer, so i'm imagining they could target with different kinds of ads or different people could be targeting you. >> yeah absolutely. and another innovation in addition to the targeting is facebook has really improved their