In the wake of the recent data breach scandal, Facebook is set to end its Partner Categories.
The Partner Categories allowed third-party data providers to make user’s offline activities available to advertisers to aid ad targeting.
The categories are based on information provided by Marketing Partners who give advertisers superior insights and data for better marketing decisions. It allows them reach people based on offline actions like whether someone is a homeowner, shampoo buyer, or an investor.
And it also allows advertisers redefine their targeting based on data — like behavioural information — from Facebook’s partners.
It is believed that the move would help improve users’ privacy on the social media platform while also limiting how advertisers target users.
The third-party data providing activities will be wound down over the next six months.
You can still stop access to your data on Facebook.