Facebook to cut off third party access to user data

Surprisingly, Facebook will soon end one of the major ad targeting data source used by companies for their advertisement. A program called Partner Categories launched back in 2013 between Facebook and major data brokers out of partnership, will be ended soon.

The use of third party data by Facebook, helps the company to organize its user based platform to generate more accurate and meaningful target for its advertisers. As explained by TechCrunch when the data partnership policy was launched

"Through new partnerships with top online and offline purchase data providers Datalogix, Epsilon, Acxiom and BlueKai, Facebook is now allowing advertisers to target hashed lists of existing and potential customers, and categories like role-playing gamers or soda drinkers."

Facebook confirmed that the change is permanent and irreversible hence, not a temporary precaution. In order to sway the huge amount of data received by Facebook from its users, The company combines information obtained from users and advertisers, and also with data from the third party providers.

While Facebook feels comfortable with the integrity of its data sourcing within the first two categories, it feels less settled about dipping into these aggregate pools of third party data. The decision was issued in the light of the company's privacy concerns over third-party data mishandling.

Graham Mudd, the Product Marketing Director of Facebook highlighted on the decision in a statement.

We want to let advertisers know that, we will be shutting down Partner Categories. This product enables third-party 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.

Facebook clarified that, it will still work with companies like Experian and Acxiom in order to measure ad performance and provide metrics, although it will also be conducting a review of those ongoing relationships. Facebook may also move toward sharing data in a shared server environment in order to offer further assurance of user privacy. As Mudd signaled, the product will be discontinued in the coming months.

Image Credits: Android Community.