Published By : 29 Mar 2018 | Published By : QYRESEARCH
Facebook made a stunning decision yesterday, wherein it has concluded to cut off access to third party data sources that managed ad trafficking. These sources were a prime way to make advertising companies pinpoint onto pertinent users on the social media platform.
Winds of Change Reach Facebook’s Data Sources
The social media giant will be stopping its alliance with chief data brokers, which was formed in 2013 by launching a feature called Partner Categories. This feature helped Facebook impart substantial focus on its user base, thus efficiently categorizing their actions into segments for advertisers. The partnerships comprised leading online and offline purchase data providers such as Acxiom, Epsilon, BlueKai, and Datalogix. With the help of these providers, Facebook created access points to target potential as well as existing customers.
However, Facebook has said that the change is permanent and not temporary. To manage the received data collected by Facebook on users, additional information is also included, which is derived from the users themselves. For example, data regarding pages liked by a user can be clubbed with information from advertising parties such as gaining access to a club or an event. Facebook has confirmed that this decision was taken mainly due to allegations regarding misuse of data in the context of the privacy concerns showcased by platform users over third-party data mishandling.
The Product Marketing Director of Facebook, Graham Mudd explained the decision through a brief statement. The statement briefly informs advertisers that Partner Categories will be ending soon. And this decision will probably improve people’s privacy on Facebook over the next few years. However, Facebook said that it will still work with companies such as Acxiom and Experian to gain metric and measure performances. The company also said that it could move towards sharing data in a common server environment to strengthen user privacy.