Users' Facebook and Instagram accounts won't be linked by default to serve ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 12, 2021, 1:30 AM UTC

However, users can opt-in to link their Facebook and Instagram accounts through the Accounts Centre.

Facebook recently announced that it will regard a user’s Facebook and Instagram accounts as two independent accounts in its Accounts Centre. Users whose Facebook and Instagram accounts are controlled with the same email address will not have their accounts connected unless they opt-in.

This will prevent the Facebook servers from serving ads based on a user's activity across Instagram and Facebook. The Accounts Centre, launched in September, is a single sign-on hub to improve connectivity between Facebook, Instagram, and Messenger.

Advertisers will be given analytics based on user preferences from the Account Centre, to help them plan and measure campaigns. The move will provide users “more control over how their information is used for ads”, notes Graham Mudd, Facebook’s VP of product marketing for ads.

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