Facebook will use your personal data to define you into a demographic, and some of these demographics are very niche indeed.
As I said, I think you're being naive if you think that these media companies are not interested in individuals. They are, very much so.
But you're saying [Facebook] are interested in groups AND individuals, as highlighted in the two sections above :P It sort of is both but less of the individual like you suggest.
Yes, I agree, Facebook are interested in me as an individual
to an extent, but not really as an absolute individual. They don't care that John Smith lives where he does and is in a group for nascar racing, except for the possibility of serving an ad about nascar racing.
They will add John Smith,
automatically, to a group of people who live where they do, and perhaps another group of people who like nascar racing, maybe even both.
People seem to suggest in the way they write/say things like this, that Facebook employs individuals to spy on general every day people. There's too many users for that. But why so secretive about it? I don't mind Facebook knowing my interests; I get more out of Facebook than it does out of me, that I'm aware of.
In addition, if I turn personalised ads off where I can, my brain can make a quicker decision whether an ad is for me or not. If I have been looking at sofas and see an ad for a sofa, I might stop for an extra second to look at it. If it serves me an ad about holidays in Scotland, my mind knows it's totally irrelevant so can move on.
I should also add that I use ad blocking when browsing so don't see many ads at all.
I started a petition once to "stop the sale or gifting of customer details from one company to another" or words to that effect. Did it get many signatures? No. I guess because "people" (in the collective sense) simply don't care that much about their data these days.
and I would object to a national ID system being similarly harvested in this way.
We already have many of those though.
The police, government (IE, passports), DVLA, councils, NHS, hell even my local garage has data on me and my vehicle on their database.
I suspect if some sort of national ID system was brought in, the data won't be sold to other companies. Why would that even cross someone's mind? I don't think the Government or NHS sell data, for former not giving me a tick box asking if they could like many other websites.