Facebook does a better job of understanding who you are because activities on Facebook are more personalized than Google. While Google focuses your search history to figure out who you are, Facebook uses your personalized posts, interaction with friends and many other aspects. It’s hard to know personalities or characteristics of strangers just by looking at their Google search history but by looking at his/her Facebook you can get a basic sense of what these strangers are like. Facebook personalizing would have more risks of privacy invasion because they use personal data, but it has better understanding and identifying one’s character; people tend to reveal more of their personal lives on Facebook rather than on Google and Facebook used those data for personalizing its users.

     ” Just because you’ve only ever seen white swans doesn’t mean all swans are white. What you have to look for is black swan, the counterexample that proves the theory wrong. ” As this quote says,  Facebook has a greater chance to lead people to confirmation bias because they display advertising  only based on users’ personal preferences. Facebook does a better job of personalizing and understanding individuals, but it might fail to deliver transparent and unbiased information to its users.