Facebook blocks device-level data source due to safety concerns

Privacy and regulatory digital ad laws have led to FB to revise the programme by shutting down the data source

e4m by exchange4media Staff
Updated: Feb 24, 2020 4:52 PM
FB

 Facebook has shut down a data source, which was previously used by marketers for targeted ad and campaign measurement. The source provided device-level data about phones for advertisers to leverage. Till recently, the source was a part of Facebook’s marketing partner programme. Privacy concerns and regulatory digital ad laws have led to FB to revise the programme by shutting down the data source.

 Device-level data had previously allowed advertisers on Facebook to view raw user information, barring the names. It allowed advertisers to connect their campaigns with the devices of Facebook users. The data enabled them to understand how their ads have been doing and it provided insights into the type of people who clicked on their ads.

 The programme comprised safeguards that entails that advertisers use the data with care. But people who are familiar with the programme were concerned about data misuse. While no instances of any fraud were reported on the advertisers’ part, Facebook has still gone ahead with the update.

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