By just looking at the title, I don’t even know what I am trying to say.
But here is an example. We are know targeted ads (by Facebook or others). By purchasing ads for a more precisely defined population, sellers are wasting less time for other audience. The overall efficiency of transmitting messages (ads in this case) increases. This is value creation.
However, as Facebook gaining more insights and pricing power, it can charge higher prices for more effective ads to the extend that targeted ads are just a little better than traditional (mass) ads. I put 95% in the title but that is just to give a feeling. The sellers will be better off but the marketing costs will continue to increase and in the end they will find it very hard to earn a lucrative net profit margin.
This might be the ultimate price discrimination and Facebook is capturing nearly all the value down the chain.
Some time in the future, we will find old-school ways are much more friendly.