henry copeland:

I Helped Create Facebook's Ad Machine. Here's How I'd Fix It | WIRED

Code-named KITTEN, it ingested all manner of user data—Likes, posts, Newsfeed shares—and disgorged that meal as a large set of targetable "keywords" that advertisers would choose from, and which presumably marked some user affinity for that thing (e.g. "golf," "BMW," and definitely nothing about burning humans).
- www.wired.com