If we've learned anything this year, its that Facebook has a lot of data on a lot of people - and that data, when used for targeting specific messages, can be highly effective.
Of course, we have no way of knowing for sure just how effective Facebook's ad targeting may have been in the Cambridge Analytica case, there's no measure for direct response to Facebook ads. But previous research has shown how Facebook's ad targeting can be highly influential - used in the right (or indeed wrong) way, it can be hugely effective.
Underlining this, the team from Viral Style have put together this infographic, which outlines all of Facebook's many ad targeting options in one image. There's a lot to take in, but it's worth having a look through as you go about planning your next ad campaign.
A version of this post was first published on the Digital Information World blog.