Facebook’s "Clear History" tool might affect Ad targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2019, 5:24 PM UTC

The upcoming tool will allow users to disconnect their profile from their activity outside of the platform. 

Facebook announced that its new privacy-focused tool "Clear History" may lead to weaker ad targeting. The platform has asked advertisers to plan their strategies for the second half of the year accordingly. The company said the feature which will let users delete their browsing history from Facebook, will roll out in the coming months. 

If a user disconnects their off-Facebook activity from their profile, Facebook will be unable to use that data for ad targeting. The California-based company said the feature will not actually delete the user browsing activity but will make the data anonymous.

The changes, however, will not affect Facebook’s measurements and analytics as the data will still be available for measurement reports. The company said the new tool aims to give users more transparency into how their data is used by advertisers. 

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