This is a snip I took of my FB feed this morning...
Over 80% of the page are filled with ads.
I did not intentionally set up the page to look like this. I stopped scrolling for a few seconds to look at my notifications, and only noticed all the content on my feed was ads when I left the little notification bubble. I don't know when it became this way - we are all scrolling through Facebook, consuming ads other people pump out to us, driving our decision making.
Aside from the ad targeting problem in the news recently (e.g. this WIRED article), there is a more fundamental UX problem.
Why are we allowing FB to give us so many ads?
I couldn't find any statistics on the ratio of ad content versus non-ad content on Facebook. Primarily because all the marketing agencies have optimised Google's SEO for any searches relating to ad content on Facebook - which is a different problem for another day. I did find other interesting statistics, like this one, and this one, but none that addressed the underlying question - why have consumers not revolted against Facebook's overwhelming proportion of ads?
I think I know the answers to this - it has a lot to do with tolerance and addiction - we will tolerate ad content on Facebook because the overall experience gives us just enough dopamine to continue scrolling. Sadly, even if that were not true, there is no viable alternative to Facebook out there at the moment.
Maybe Adam has a view on this one.