Before launching its new “clear history” feature, Facebook is prepping advertisers for the change.
Earlier this year, Facebook announced they were adding a “clear history” feature. The feature would show Facebook users what apps and websites were sending data to Facebook. You could then clear the data from your account, and then delete all the information currently collected.
Facebook said in a blog post that there are four key takeaways for advertisers as they unroll the clear history tool:
- Giving people transparency and control is good for businesses
- We’re showing people how advertisers use our tools
- This feature may impact targeting
- Measurement will remain intact
Giving people transparency and control is good for businesses
This point was more of an explanation as to why they are doing it. Facebook and the apps under its umbrella: Instagram, WhatsApp, and Messenger are all free for users.
This is only possible because of advertisers. Facebook did not flat-out say that they were unethically collecting user data for more targeting advertisers. However, they did say that the company can provide advertising options while also protecting users’ privacy.
Facebook has been under fire for how they’ve been collecting user data. Trust us, we’ve been covering it:
Facebook steals information about your menstrual cycles, home buying, more
Read now ►Along with the bad publicity, many users have been deleting Facebook. According to a report for the Pew Research Center, 44% of young American Facebook users deleted the app. Basically, Facebook has realized that they can’t advertise to users if there are no users.
Showing people how advertisers use Facebook’s tools
This one is a bit self-explanatory. Facebook has data on its users; now, they want users to know what advertisers are doing with it.
Here’s where the problem lies: Facebook hasn’t given us the resources that show 100% clarity of what is happening with our data.
According to Facebook’s data policy, they collect data “including information about your interests, actions, and connections – to select and personalize ads, offers, and other sponsored content.”
You can also select your advertising preferences with Facebook.
However, this doesn’t cover everything by a long shot. Recently, it was discovered that Facebook was using user data as a leveraging point to gain advertisers.
Leaked docs: Zuckerberg leveraged Facebook user data
Read now ►In one case, Facebook gave Amazon extensive user data information. This was because Amazon was spending money on Facebook advertising.
This feature may impact targeting
Facebook is clarifying that if a user disconnects their data, their data can no longer be used for targeted ads. Basically, many advertising strategies are going to have to change as a result.
Facebook was recently charged by HUD for discriminating users with how they targeted ads. Basically, companies could refuse to advertise to users due to their race, gender, and sexuality.
Measurement will remain intact
For its advertisers, Facebook has tools for measuring how ads are performing.
However, these tools will NOT give businesses access to personal data (not that it ever did) Basically, this is a feature that will not be changing, and Facebook wants advertisers to know that.
What should you take away?
Facebook has been in a lot of hot water over how it has handled user data and privacy. In fact, they may be fined up to $5 billion by the Federal Trade Commission over privacy issues.
With scandals, fines, and people leaving Facebook in droves, Facebook is finally making some changes. They are also making sure that their advertisers know it is coming.
Is this going to solve all of our problems with Facebook collecting our data? As history shows, probably not. However, this does look like a step in the right direction.