Facebook said today it would begin allowing
users more information about the ads delivered to them, and to block
marketing messages they don't want to see. In a blog post, Facebook
said its users "tell us they want more control over the ads they see"
and that the huge social network is responding to that. "That's why
we're introducing ad preferences, a new tool accessible from every ad on
Facebook that explains why you're seeing a specific ad and lets you add
and remove interests that we use to show you ads," the post said. The
option will be available in the United States in the next few weeks,
"and we are working hard to expand globally in the coming months," the
statement said. As an example, Facebook said, "if you're not interested
in electronics, you can remove electronics from your ad interests." At
the same time, Facebook noted that it would draw from users Web
browsing activities and not just from Facebook in an effort to target
ads for specific users. "Today, we learn about your interests primarily
from the things you do on Facebook, such as pages you like," the blog
post said. "Starting soon in the US, we will also include information
from some of the websites and apps you use. This is a type of
interest-based advertising, and many companies already do this."
Facebook will also allow users to opt out of this targeted advertising.
"If you don't want us to use the websites and apps you use to show you
more relevant ads, we won't," Facebook said. Joseph Jerome, a policy
fellow at Future of Privacy Forum, said Facebook is offering more to
advertisers while boosting control for users. "The one thing Facebook
hasn't been doing is selling ads targeted based on the websites and apps
you use outside of Facebook," Jerome said in a blog post. "An
individual advertiser could buy an ad, based on your visit to a
particular site but many advertisers couldn't buy an ad based on your
visits to many sites. Now they can." At the same time, Jerome said
Facebook users will be able to see extensive detail about the ads and to
edit their profiles.
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