I get this impression as well: again completely anecdotal, but FB is the only advertising that I've actually heard friends actually talk about approvingly (as in, it offered them things they found they wanted). Which I find slightly bizarre: I've never really ever heard anyone talking about advertising approvingly. As I'm writing this, my partner has just walked into the room and is debating whether to order ice cream on delivery due to being shown a targeted advert on Instagram. Something seems to be working, anyway ¯\_(ツ)_/¯