After the Cambridge Analytica scandals, Facebook announced the launch of a tool that would allow users to remove all the history of data contained in the platform.
“When the user accepts the deletion of their data, they can not be used to place it within the advertising demographic options.”
With this deletion of the history, the user could have control over their personal data and how these are used to segment the advertising demographics.
In addition, the tool would allow users to remove the data that websites and apps acquire through the Facebook tracking system.
However, the development of this function was postponed and it has not been until now that Facebook has decided to formalize its launch, starting by alerting advertisers and business owners about the possible repercussion of this tool.
For this, Facebook has made a publication in its business blog, where it has focused, mainly, on publicizing the tool and, in addition, warning about its possible consequences in the data of demographic segmentation used by advertisers.
In this sense, the company warns that once the user accepts the deletion of their data, they can not be used to locate it within the demographic options offered by Facebook through tools such as its Pixel business platform.
This means that by deleting the data, they become inaccessible and, therefore, companies can not place them within a target to send them personalized advertising.
It is possible that the measure is officially implemented from the second half of this year, so Facebook warns companies to start developing advertising strategies adapted to the changes incorporated.
However, the events following the Cambridge scandal have shown that users rarely use security tools, despite all the information and data provided by the press and the social network itself.
That is why Facebook believes that advertisers will not see major changes and that, according to their slogan, “transparency and user control will be good for business.”