That is quite a bit different. Those cookies aren't allowed to pass lots of information. You ever notice how it advertises for things you actually already bought? Why would they do that if you already bought it? That's because they aren't allowed to pass if you purchased something, just that you viewed it. However on facebook they know what you liked, shared, and commented on. Throw out a hateful hoax meme and see who likes it. Now you know what people support hateful rhetoric that also don't fact check. This is an extremely simple example, but it shows the difference a like vs a view can make. Look at that info across 50 million people and you can paint quite a picture. Especially if you can gerrymander the districts of those users.