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Every time you click on a like button on another site, you've told Facebook that you're doing that. And so therefore advertisers know who their fan base is.

Tim Wu
Buttons, Fans, Site
"How Free Web Content Traps People In An Abyss Of Ads And Clickbait". "Fresh Air" with Terry Gross, listen.sdpb.org. October 17, 2016.
Every time you click on a like button on another site, you've told Facebook that you're doing that. And so therefore advertisers know who their fan base is.