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Facebook adds more ad tracking controls in the UK

Writer's picture: NewsIndiaNewsIndia

Facebook has launched a new tool that lets people see which apps, companies and websites share their information with the social network.

Many companies are tracking what people are doing online and sharing that information with Facebook to target ads on them.


The new tool lets people "clear" this "off-Facebook activity" data from their account and opt out of the targeted advertising information being used.


How does tracking activity outside of Facebook work?


Apps and websites may capture information about them when someone is browsing the internet.


That can be something the person provides when setting up an account, such as their email address.


It may also be scooping up information in the background, such as their web browser's unique ID.

Advertisers can create lists of people they know may be interested in their products, and they can share them with Facebook.

The social network then tries to find Facebook profiles that match the list information, to show targeted advertisements.


Off-Facebook activity tracking does not just work online.

For example, supermarkets can track purchases through a loyalty card, and share this information with Facebook.


Facebook says that because of the money that it earns from advertising it can offer its platform for free.

But, following the Cambridge Analytica data scandal, it has faced increased scrutiny over how companies can advertise on the platform.


The company offers a Facebook Pixel tool that companies can hide on their website.


It tracks who visited the website and can be used to target publicity.


In 2018, Mark Zuckerberg promised to implement a tool for off-Facebook activity called "clear history."


But while the new tool disconnects a person's profile from the advertisers-shared data, it is not completely deleted.


The tool also allows people to opt out of targeted advertising based on activity outside of Facebook.


People who opt out will still see advertisements but will be "less personalised."


You can track off-Facebook activity in the latest version of the app or on Facebook's website.



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