Facebook is rolling out a new ad targeting system that will use consumer data from outside the site itself for the first time. Users can view and change the interests Facebook has determined for them, or opt out through the Digital Advertising Alliance.
Currently Facebook attempts to show users ads relevant to their interests by keeping track of what they do on the website, such as what groups they are members of and what pages they like. With the company's new ad targeting system, Facebook will also analyze information about which websites users visit and which apps they use. The data has long been available due to the integrated Facebook features on many websites, but until now the company hasn't done anything with that information.
"Let's say that you're thinking about buying a new TV, and you start researching TVs on the web and in mobile apps," says Facebook. "We may show you ads for deals on a TV to help you get the best price or other brands to consider. And because we think you're interested in electronics, we may show you ads for other electronics in the future, like speakers or a game console to go with your new TV."
Facebook is also giving users control over the ads they see. A button on each Facebook ad will link to the ad preferences page, where users can see what interests they've been tagged with. Interests can be removed or added at will to control what kind of ads appear on the site.
Users can also opt out of the ad targeting system entirely. The Digital Advertising Alliance has a page which displays a list of companies that currently use browsing history data to target ads, and gives the option to opt out of the service. To opt out of ad targeting on the Facebook mobile apps, users must go through the settings menu on the phone. iOS users will find the "Limit Ad Tracking" option in the "Privacy" section under General>Restrictions>Advertising. Android users can opt out of internet-based ads in the "Ads" menu under "Google Settings."
Despite Facebook's effort to alleviate concerns, privacy groups have responded with outcry against the company. Facebook already settles privacy charges with the Federal Trade Commission in 2012, and is under an order to require user consent before certain changes affecting privacy are made.
"Allowing companies subject to legal orders to disregard their privacy commitments to consumers must end," said Marc Rotenberg, executive director of the Electronic Privacy Information Center to USA Today.
