Earlier quoted context omitted.
It already paid off. When the world moved from determinisic to probablistic ad modeling. That's why their numbers are so good right now compared to every other advertiser
Can you explain more about this?
Meta has since gotten better at it- likely with lots of AI-assistance and their revenue numbers reflect this. The targeting is now likely probabilistic in that the advertiser now makes educated guesses on the best ads to serve based on limited or non-existent identity information.
So the AI efforts would have paid back by way of higher revenues.