throttles the information that it trades with companies that collect and sell customer data for advertisers as the social media giant tries to riot over its Handling Relief Personal Information
The measures, some of which Facebook announced late Wednesday, affect a group of so-called data brokers like
DataLogix unit that collects shopping and other information about consumers that Facebook has been integrating into the ad-targeting system that is at the heart of its business for years.
Facebook said that it has terminated an ad-targeting option called partner categories, which z data brokers target on specific groups of Facebook users, eg. For example, people who buy a particular product are on behalf of their ad customers. Facebook believes the system will shut down "will help to improve the privacy of people on Facebook," said Graham Mudd, Product Marketing Director on Facebook, in a post Wednesday.
In addition, Facebook considers its practice of providing anonymous data from its platform to such information brokers that they use to measure the effectiveness of their advertising campaigns, said that people are familiar with the matter.
Facebook makes the changes as part of a wider review of the handling of user information. The company is examining its relationship with data brokers in part because it looks at how these companies get their data and how accurate it is, one of the people said.
Representatives of Acxiom and Datalogix did not respond immediately to a request for comment.