Facebook’s New ‘Off-Facebook’ Function Increases Transparency, But Could Decrease Ad Revenue

Facebook’s New ‘Off-Facebook’ Function Increases Transparency, But Could Decrease Ad Revenue
SHARE
THIS



Facebook is “shedding more light” on the mysterious world of online advertising with its new ‘off-facebook’ feature, but the company is already warning advertisers it will impact targeting.

The company’s chief privacy officer policy Erin Egan and director of product management David Baser announced the launch of the new function overnight, which is set to begin being rolled out globally.

“Many apps and websites are free because they’re supported by online advertising. And to reach people who are more likely to care about what they are selling, businesses often share data about people’s interactions on their websites with ad platforms and other services,” the Facebook executives said.

“To help shed more light on these practices that are common yet not always well understood, today we’re introducing a new way to view and control your off-Facebook activity.”

The feature allows users to see and control the data that other apps and websites share with Facebook, which is gathered across the internet through the ‘Login with Facebook’ function, ‘Likes’ and embedded Facebook pixel code that hides in the background of certain websites and collects audience data.

With Off-Facebook, users can see a summary of all the data apps and websites have sent about them to Facebook, disconnect this information and choose to disconnect all data with the clear off-Facebook activity function.

Users can also tailor which apps and websites share their activity with Facebook.

The introduction of the new tool is on-brand with Facebook’s post-Cambridge Analytica privacy push and was actually first announced at last year’s Facebook developer conference, which took place just weeks after the scandal broke.

It was originally set to be a ‘Clear History’ feature (which it still is), however, Facebook opted to add in additional functions.

By providing more transparency to the workings of online advertising and giving users the option to opt-out of certain data collection, Facebook certainly risks hurting its profitability with the latest move.

Ahead of the announcement, Facebook issued a statement to advertisers, telling them point-blank “this feature may affect targeting”.

“When someone disconnects their off-Facebook activity, we won’t use the data they clear for targeting. This means that targeting options powered by Facebook’s business tools, such as the Facebook pixel, can’t be used to reach someone with ads,” Facebook said.

Whether this will scare off advertisers is yet to be seen, but with Facebook COO telling the media earlier this year “our bottom line is getting [Off-Facebook] right”, it could be argued the company is now prioritising privacy over profitability.

Off-Facebook is initially being rolled out in Ireland, South Korea and Spain, but will expand globally in the coming months.

 

Please login with linkedin to comment

Data collection Facebook Privacy

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine