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Facebook Will No Longer Allow Third-Party Data For Targeting Ads (techcrunch.com)
An anonymous reader quotes a report from TechCrunch: In a surprise change, Facebook will give up one major data source that the company uses to help advertisers target relevant users on the platform. The company just announced that it will end a feature called Partner Categories, launched back in 2013 out of a partnership between Facebook and major data brokers. Third party data helps Facebook further atomize its user base into meaningful segments for advertisers.
Facebook confirmed to TechCrunch that the change is permanent, not a temporary precaution. In order to leverage the deep pool of data Facebook collects on users, the company mixes information that it obtains from users themselves (Pages a user liked, for instance) with information from advertisers (membership status in a loyalty program, for example) and with data obtained from third party providers. While Facebook feels comfortable with the integrity of its data sourcing within the first two categories, it feels less settled about dipping into these aggregate pools of third party data. The decision was issued in light of the company's recent privacy concerns over third-party data mishandling.
Facebook confirmed to TechCrunch that the change is permanent, not a temporary precaution. In order to leverage the deep pool of data Facebook collects on users, the company mixes information that it obtains from users themselves (Pages a user liked, for instance) with information from advertisers (membership status in a loyalty program, for example) and with data obtained from third party providers. While Facebook feels comfortable with the integrity of its data sourcing within the first two categories, it feels less settled about dipping into these aggregate pools of third party data. The decision was issued in light of the company's recent privacy concerns over third-party data mishandling.
Too little, too late. Get your ass over to Capitol Hill Zuck, and try to stuff the sausage back into the casing. This goose is fully cooked. People are wising up to FB shenanigans and its days are numbered. I wouldn't buy stock in this company at half its current level, it's going to be a media circus.