Taking a look at a blast from the past, Digiday provided some insight to the early days of "The Facebook" as it was known back then. They posted a look at the first media kit Eduardo Saverin put together to sell advertisers on using Facebook to reach college students.
Digiday goes on to write:
Facebook’s original pitch was a bit different than the message it bring to marketers today. For one, Facebook wasn’t urging them to use social ads but instead offered to run IAB standard ad units. Yet Saverin was already emphasizing Facebook’s unique (and personal) data, explaining that marketer’s could target by sexual orientation or even by dorm.