Facebook is putting an end to third-party data targeting
- Thursday, March 29th, 2018
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Facebook has announced that it is cutting back on the amount of data available to advertisers by stopping the use of data from third-party aggregators on its platform.
Through a targeting feature called ‘Partner Categories’, Facebook allowed services like Experian, Oracle, and Acxiom to supplement Facebook’s data set with offline data, such as purchasing activity. These data broker partners would pick up some of the ad money from a sale whenever their data was used.
“We want to let advertisers know that we will be shutting down Partner Categories,” Facebook said in a statement. “This product enables third party data providers to offer their targeting directly on Facebook. While this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook.”
Facebook’s decision to eliminate the category is part of its efforts to clean up the entire spectrum of its data practices in the wake of the Cambridge Analytica scandal – even making changes to areas that were not involved, like Partner Categories.
The social network has also overhauled its privacy settings, giving users more control over their data and making it easier for them to understand where their data is and how it’s being used.