Scott- remember that when you play with an objective, the FIRST player (ie guy with initiative) will be forced to choose ONE OF the 2nd player's objectives. If you read the objectives, most of them have a big advantage for player two either mechanically OR to cater to a type of fleet. So, let's take a quick look at 2 from each set (grab your cards and read through the objective then my quick thoughts):
Advanced Gunnery. Why would a 2nd player want this in his fleet? Maybe he has a big MC80 who could fire TWICE from the same hull zone at THE SAME TARGET. That's huge! Player one gets a diminished effect- which is basically a slightly differeny gunnery team.
Precision Strike: This one sets an even playing field for both players. However, when might someone want this in their set? Maybe if they have Dodonna and a whole fleet of bombers. They're banking on the fact that they will deal more face up cards to their opponent than anything they might potentially face.
Superior Positions: Why might a 2nd player choose this one? They score bonuses for doing damage to an opponent's rear AND get to setup their whole fleet after their opponent. I took this in my world's list specifically because I had 8 very fast squadrons who I Could count on to get behind opponent's ships AND because I had very fast and nimble ships who I knew I could maneuver around opponents, thus ensuring I could score points.
Intel Sweep: This one forces the fight to the center of the board by placing tokens that both players' ships are tryijng to grab. Maybe player two has some close range brawlers and wants to force the opponent to get in close. MC30s, Gladiator Is like this one. So do ISD Is.
Hyperspace Assault: This one has an obvious benefit. Player two gets to get a small or medium ship BEHIND his opponent or in a very advantageous position.
Contested Outpost: When might someone use this? Maybe you've got a Victory or two and want to plop them down and say "Come and get me". If your opponent doesn't come try to get you, you rack up victory points.
So, being first player in Armada has a big advantage. Activating first is huge. But 2nd player balances that by choosing 3 objectives that work for them. Finally, first player minimizes that impact by picking one of those 3 objectives- the one they feel least screwed by :)