Facebook now lets users control the data they share with apps and websites

Anne Freier

In Mobile Advertising. August 21, 2019

Facebook has launched a solution for users to have more control over the data they share with apps and websites.

Off-Facebook Activity allows users to view a summary of apps and websites that share their information or activity. This information can then be deleted from a user’s account.

The move is in line with the social network’s commitment to increase transparency of advertising methods and data sharing practices across the network.

For example, if a fashion retailer wants to show ads to people interested in a certain type of clothing, they can share information with Facebook about a certain user looking at a particular fashion item. Facebook can then show ads to people with matching information.

With Off-Facebook Activity users can view summaries of shared information, disconnect information from their account and set future disconnect activities.

Facebook admits that the move may have consequences for businesses trying to provide more personalised ads. In a blog post, the social network wrote:

“If you clear your off-Facebook activity, we’ll remove your identifying information from the data that apps and websites choose to send us. We won’t know which websites you visited or what you did there, and we won’t use any of the data you disconnect to target ads to you on Facebook, Instagram or Messenger. We expect this could have some impact on our business, but we believe giving people control over their data is more important.”

The feature will roll out across Ireland, South Korea and Spain initially, before being launched worldwide.