Facebook rolls out new tool “Off-Facebook Activity”
Facebook has rolled out the Off-Facebook Activity setting, a new tool that enables users to view all their data that third-party websites and apps have sent Facebook through Facebook pixel.
Off-Facebook activity is a summary of your activity that Facebook receives from businesses or organizations. For instance, if you have been planning to buy a silver cutlery set, then the online store you have been browsing can send Facebook the information on your activity. In this case, you’re going to see ads promoting silverware on your Facebook newsfeed, as this data is used to show users more relevant ads.
The new setting will allow users to see the summary of this information, clear their history and even prevent any future activity from being tracked. What’s more, you can do this for all of your off-Facebook activity or just selectively stop specific websites from sending your data to Facebook.
It is important to note that if a user decides to clear their off-Facebook activity, the social media platform will remove only their identifying information from the data that other websites choose to send Facebook. So, rather than deleting all the data you’ve chosen to disconnect, Facebook will anonymize it, thus making it impossible to use this information for targeting purposes.
Users who have cleared their off-Facebook activity will see less relevant ads. However, targeting data based on your Facebook activity won’t be deleted and will still be used.
Before expanding it globally, Facebook has rolled out the Off-Facebook Activity tool in Ireland, South Korea, and Spain.
Facebook fears that the new tool will have a negative impact on its business and frighten away potential advertisers. However, advertisers working with Facebook are always on the lookout for new approaches, while Facebook’s ad incomes continue to grow despite all the updates.
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