(3) User-generated data or "UGD"
Speaking of good data, you might ask: "What's the obsession over data all about?"
Simple: We've been using outdated, ineffective models for measurement. In the Internet world, this has been going on for the better part of 17 years (which is a lifetime)! The fact that most companies still can't account for 50% of their media spend is, well, pathetic. And some are getting sick of it. And so are the people who consume, share and/or remix content -- they simply don't care about ads and don't want them flooding their social media feeds. They will, however, tolerate or even enjoy ads if they are used as containers of good content or shareable utilities of one sort or another.
For example, the value of a sponsored story on Facebook isn't the fact that it's more relevant (which it is), it's the fact that it's something that you might've discovered just by clicking around a page, and that's the difference -- you engage with something you discover rather than something you're just being served. Instead of a brand having to support a conversation that's already happening, a person can go to a storefront with all the goods and services they need. This means conversations remain as free, valuable bits of information and fCommerce remains relatively unfettered because the endorsement comes from a person, not a brand.