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And facebook's business model is different. it's free for us to use. unless they're going to charge us they have to monetize somehow and they monetize us looking at advertisement and data is used to drive those advertisements. i think to mack the charges is disingenuous. >> sandra: he did conveniently put a halo over his own head. facebook is announcing it will no longer allow third-party data and it allowed prominent aggregators like experian to track for purchasing activity for ad targeting. something you see every day if you hop on a facebook platform. >> this say step in the right directio...

Target you like those shopping habits, your interests and hobbies. they're hoping to stop the ad targeting that's been so effective in the center of such controversy. apple ceo tim cook taking aim at facebook ceo mark zuckerberg. the social media giant under fire after a bombshell that data analytics firm allegedly harvested the personal information of 50 million unsuspecting facebook users in 2013 and 2014. now, in an exclusive interview on msnbc, cook questioning the way facebook makes money. >> what would you do? >> what would i do? i wouldn't be in this situation. >> reporter: apple would ...

Advertisers have to pay to have their puppy ads served to a certain audience, men age 15 to 54 living in tucson who make $50,000 a year. there are a lot of ways for advertisers to target ads, all based on extensive estate that facebook gathers from users. with technology called facebook pixel it can track what sites a user visits and get better ad targeting. and you don't even need to be online for your behavior to be tracked. a vendor can buy your purchasing data from third parties, and that can include things like ael the purchases made when you use a store loyalty card. if you have the same...

It's interesting because you have this idea that there was, you know, that social media in some sense or digital media somehow helped the president. people were passing around fake news and all that. that had to weigh into the president's decision or maybe brad par skal knows something and the president knows he knows something and there you go. >> i think the reason they picked, you know, par scale, there are a lot of things that helped trump digitally. the russian ira operation we know about, the mass doanians putting up fake stories about the pope endorsing donald trump. there is also this ...

>> so i think the reason they picked parscar there are let a lot of things that helped him digitally. russian ira, the mass he don't yans. but there is thele effective ad targeting he took databases of his hat buyers. he used that well to find new voters, getle people to follow him, lake his page get out the votes and o to rallies. and parscal built that appear rap wrath us. they ran interesting tests whan what's working what's not there is other stuff circulating about trump online. why he did well online but there was this direct marketing operation that he ran. >> there is no link between b...