Mark Zuckerberg-led Facebook is conducting a broad review of all its data practices and taking a much more conservative stance on some policies. As part of the changes that will be rolled out over the next few weeks, Facebook said it will no longer let advertisers use information from third-party data brokers, like Acxiom Corp. and Epsilon Data Management LLC, in targeting of ads on its system. The third-party data integration made it easy and lucrative to spend ad dollars on Facebook, and gave marketers the ability to target users based on their intent to buy something—a key feature of Google’s rival ad business. “Theoretically, that could drive Facebook advertisers back to Google,” he said. Facebook will still be working with the data companies to provide third-party measurement of their ads’ effectiveness, the company said.

Source: Mint March 29, 2018 03:22 UTC