Due to mounting pressure and privacy concerns, Facebook has updated their terms of service and is removing a source of data that provided device-level analytics to advertisers via their partners.
Prior to this change, advertisers had the capability to essentially follow and track users by their devices, removing any sense of anonymity or privacy. The data given could’ve also been shared or used by advertisers in ways outside of the intended scope. A anonymous Facebook employee cited that the company was concerned advertisers could abuse the data, leading to even more issues for the social media company.
While this is a positive move for Facebook, it should have never been allowed in the first place and is part of the reason why advertisers and other organizations could so effectively target audiences and individuals.
For the full story, visit AdAge.