In a warn change, Facebook will give adult one vital information source that a association uses to assistance advertisers aim applicable users on a platform. The association only announced that it will finish a underline called Partner Categories, launched behind in 2013 out of a partnership between Facebook and vital information brokers.
Third celebration information helps Facebook serve mangle a user bottom into suggestive segments for advertisers. As TechCrunch explained when a information partnership initial launched:
“Through new partnerships with tip online and offline squeeze information providers Datalogix, Epsilon, Acxiom, and BlueKai, Facebook is now permitting advertisers to aim hashed lists of existent and intensity customers, and categories like role-playing gamers or soda drinkers.”
Facebook reliable to TechCrunch that a change is permanent, not a proxy precaution. In sequence to precedence a low pool of information Facebook collects on users, a association mixes information that it obtains from users themselves (Pages a user liked, for instance) with information from advertisers (membership standing in a faithfulness program, for example) and with information performed from third celebration providers.
While Facebook feels gentle with a firmness of a information sourcing within a initial dual categories, it feels reduction staid about dipping into these total pools of third celebration data. The preference was released in light of a company’s new remoteness concerns over third-party information mishandling.
Facebook Product Marketing Director Graham Mudd elaborated on a preference in a statement:
“We wish to let advertisers know that we will be shutting down Partner Categories. This product enables third celebration information providers to offer their targeting directly on Facebook. While this is common attention practice, we trust this step, circuitous down over a subsequent 6 months, will assistance urge people’s remoteness on Facebook.”
Facebook simplified that it will still work with companies like Experian and Acxiom in sequence to magnitude ad opening and yield metrics, nonetheless it will also be conducting a examination of those ongoing relationships. Facebook might also pierce toward pity information in a common server sourroundings in sequence to offer serve assurances of user privacy. As Mudd noted, a module will be dropped in a entrance months.