"A statement by the social media behemoth reads: "We want to let advertisers know that we will be shutting down Partner Categories. This product enables third party data providers to offer their targeting directly on Facebook. "While this is common industry practice, we believe this step, winding down over the next six months, will help improve people's privacy on Facebook.""
"The move follows intense scrutiny of the business in how it uses and protects user data, after a huge number of its users data was found to have been used by political data analytics firm Cambridge Analytica. The scandal, initiated by an investigation by The Guardian and Observer, has had serious ramifications already and Facebook's responded by improving privacy settings for users this week."
"Calls for explanation have rippled around the world with Facebook even being called to account at a hearing in Singapore, of which the agenda was originally meant to solely focus on fake news. Facebook Founder Mark Zuckerberg has since issued an apology, even buying space in UK print media and publishing a letter, but it hasn't been positively received by all."
Facebook will shut down Partner Categories and stop advertisers from targeting using third-party data providers over the next six months. Advertisers can still use Facebook's native data and their own first-party data, but segments from providers such as Experian and Acxiom will no longer be available. The change follows scrutiny after large amounts of user data were used by Cambridge Analytica. Major brands and trade bodies pressured Facebook and threatened to pull advertising spend. International calls for accountability and hearings emerged, and Mark Zuckerberg issued an apology and published a letter that received mixed reactions.
Read at The Drum
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