“Facebook will be launching new features next week that allow advertisers to target their ads to customers based on contact information that the advertiser has already collected.” - http://techcrunch.com/2012/08/30/facebook-ads-email-phone-numbers/
After Google have introduced similar features “AdSense program uses geotargeting to serve Google ads to your pages” - https://support.google.com/adsense/bin/answer.py?hl=en&answer=9720, http://support.google.com/mail/bin/answer.py?hl=en&answer=6603
Overall these features might be more beneficial for the user considering that, well, not sure how helpful or useful it is to see ads for services from other country and/or region.
Because, in the end, that is what advertisement is - promote services.




