Content providers are throwing away valuable inventory by just tossing it up on Facebook, unpaid. That's the story according to AdAge, which implores publishers and brands to create "thumb-stopping content that's helpful, relevant, meaningful and personalized." That last bit on personalization is critical as challenges grow to find and keep consumers. Personalized content geared toward earning and maintaining a strong subscriber base becomes even more important. And that strategy likely doesn't involve Facebook at all.Included here is your weekly video personalization and content recommendation news round-up. See anything we might have missed. Drop us a line.Posting to Facebook Without Paying is a Waste of Time [AdAge]Stop posting "organic content": Organic content from brands on Facebook is a waste of everyone's time because virtually no one sees it anymore. Instead, use your marketing team's time and the dollars you're spending with your agency on promoted "thumb-stopping" content that's helpful, relevant, meaningful, and personalized. This means allocating media dollars on virtually every Facebook post. Focus on quality over quantity. You'll get much better business results and you'll stop wasting time and money.Third-Party Data Key to Growing OTT [MediaPost]“Last year, we heard about brands and agencies thinking about shifting ad dollars but these survey results prove that advertisers are now legitimately changing their strategies because audiences are increasingly consuming content in OTT environments, and third-party data is also a critical component of the adoption of audience-based buying and selling of ads,” Mike Shehan, the co-founder and CEO of SpotX, told Video Insider. “All in all, it’s clear that to reach their audience today and in the future, advertisers will need to incorporate OTT into their traditional TV plans.”Tackling the Internet’s Central Villain: The Advertising Business [The New York Times]The report chronicles just how efficient the online ad business has become at profiling, targeting, and persuading people. That’s good news for the companies that want to market to you — as the online ad machine gets better, marketing gets more efficient and effective, letting companies understand and influence consumer sentiment at a huge scale for little money.Flipboard cozies up to Facebook-weary publishers [Digiday]But unlike Facebook, which is trying to become a native video platform and a commerce marketplace and a global ad platform (as well as a place for friends and family), Flipboard’s raison d’être is simple and publisher-friendly: Deliver brand-safe publisher content to its users. Publishers just need a functioning RSS feed of their content to be distributed on Flipboard. But this past year, Flipboard began collaborating more closely with publishers on content packages that appeared both on Flipboard and in newsletters.AI’s role in media in 2018 [FierceCable]While AI is finding useful applications in terms of recommendations and improving customers’ experiences, Philo CEO Andrew McCollum cautioned that AI alone should not be relied upon for contextual recommendations. He (Andrew McCollum) said that shows become a big part of people’s lives and their conversations, which has led Philo to believe that having context and meaning around recommendations is more important. The company wants to use algorithms but also wants to show users that their friends are also watching that show.SKIM THISLe Figaro Sees Video Ad Revenue Jump 50 Percent After Shedding Ad Tech Vendors [Digiday]‘Fiction is Out-Performing Reality’: How YouTube’s Algorithm Destroys Truth [The Guardian]Facebook is planning a more direct assault on YouTube, sources say [CNBC]Hulu Live TV subscribers can customize their Olympic coverage [Engadget]How Tostitos Could’ve Scored on its Super Bowl Push With an Extra Dash of Personalization [MarketingDive]