I couldn’t agree more, but what is truly brilliant or desperately savvy here is Instagram’s pivot from the archival-jetsam like ads of their near-real-time scrolling slideshow, with weighting & geo-locational rules, to the real-time geo-fencing of a snap.

Snapchat is able to hyper-locally engage users through its ad inventory, while simultaneously allowing tastemakers and brands to leverage locational data, bolstered with ad differentiation, to target areas with specific value rather than the “super-personal” (http://www.recode.net/2016/6/14/11926704/snapchat-advertising-api) & “creepy” ads of rival platforms.

Essentially, Facebook and Instagram are beginning to play the long game against Evan Spiegel and Snapchat, who have a fundamentally different outlook on privacy, ad targeting, and the role of new media, if only superficially, in our lives.

If and when, the data issue goes to court or Washington, this story & platform development will be a blip, and a significant one, in the future of new media’s targeted advertising.