Facebook, last week, updated its terms of service for Advanced Mobile App Measurements which will prohibit mobile app marketers from using device-level data for ad targeting.
The change has been in effect since January 22nd, but it hasn’t been widely publicised.
Specifically, the changes will prohibit marketers from using device-level data to target and redirect ads, sell them to third-parties and use them in cross-channel ads campaigns.
Marketers will still be able to measure campaign performance using the data.
The modifications come at a time when privacy concerns over the potential misuse of data are growing.
Facebook is well-aware that its ad reporting is flawed and the social network continues to be criticised for potential data abuse.
The measure may be a way to stave off some of that criticism.