Its the kind of thing I can see a company like Facebook doing. Zuckerberg recently voiced his interest in blockchain technology and decentralizing Facebook. I feel as though Facebook is destined to fail in the long run if it does not adopt a decentralized advertising scheme where users are paid for their data and have control over what they share. Or perhaps they will intergrate and existing decentralised advertising platform like Papyrus into their site - who can say!