Even prior to its pending advertising announcement, Facebook’s targeted advertising capabilties are impressive. I discovered this advertisement for ‘limited edition’ Buffalo Bills jerseys when I was looking at my own profile (narcissist, much?). This is not derived from georgraphic IP targeting, as my address registers as Alexandria, VA. So through my profile – either hometown, groups, or other variables – Facebook’s ads determined that I’d likely buy a Buffalo Bills jersey. (That is true.) It is scary to think how much more targeted their ads can will get.