Facebook is massive. Six million advertisers use Facebook's vast data holdings to perfectly target ads reaching more than 1.4 billion daily (and 2.1 billion monthly) active users, amounting to almost 40 percent of the global internet population. That enormous user base forms a castle wall around Facebook’s core ad business, because few other companies can promise the same level of return for ad spends. It's trendy this month to call on the US government to rein in Facebook.

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