Facebook’s Privacy Tool Is Here and Here’s What Advertisers Need to Know

Facebook recently announced that it will finally roll out its long-promised “Clear History” tool, now known as “Off-Facebook Activity.” The tool will show users the information third-party websites and apps have shared about them with Facebook and allow them to disconnect that browsing history from their profiles, preventing its use for ad targeting.

Facebook’s announcement of the tool emphasized the “control” it would afford “you,” the user. While it will give users additional control over their data, it will not prevent Facebook from keeping the information or continuing to collect it—it will just get aggregated without being tied to specific user accounts.

On its website, Facebook says that future off-Facebook activity “will be disconnected within 48 hours from when it’s received. During this time it may be used for measurement purposes and to make improvements to our ad systems.”…[read more]