Facebook will begin tracking people without Facebook accounts across the web as the social media giant expands its advertising empire.
The company’s advertising network plans to install pieces of code known as “cookies” on internet user’s browsers, even if they do not have Facebook accounts, it has announced.
Cookies monitor the websites that internet browsers visit and are used to target adverts at users. For example, after looking for furniture online you may see an IKEA advert on another page.
Facebook Audience Network, which allows other websites to target their adverts using the company’s treasure trove of data, has previously only done so for people logged in to Facebook, and uses both cookies and data about activity on the social network itself.
The company’s advertising network plans to install pieces of code known as “cookies” on internet user’s browsers, even if they do not have Facebook accounts, it has announced.
Cookies monitor the websites that internet browsers visit and are used to target adverts at users. For example, after looking for furniture online you may see an IKEA advert on another page.
Facebook Audience Network, which allows other websites to target their adverts using the company’s treasure trove of data, has previously only done so for people logged in to Facebook, and uses both cookies and data about activity on the social network itself.
On Friday the company said that it would begin to use cookies to track those without accounts.
The technique is similar to those used by Google AdWords and other online ad platforms, and represent an extension of Facebook’s ambitions to become an advertising giant beyond its own social network.
Users will be able to turn off tracking using a button on the side of adverts, and Facebook says it has strong standards that prohibit the most intrusive and annoying ads.
Browsers who visit Facebook in the European Union, where websites must inform users about using cookies, will receive a new banner message to reflect the changes.
The technique is similar to those used by Google AdWords and other online ad platforms, and represent an extension of Facebook’s ambitions to become an advertising giant beyond its own social network.
Users will be able to turn off tracking using a button on the side of adverts, and Facebook says it has strong standards that prohibit the most intrusive and annoying ads.
Browsers who visit Facebook in the European Union, where websites must inform users about using cookies, will receive a new banner message to reflect the changes.
“We've designed these updates so that we continue to comply with EU law. In particular, we reflected feedback from people who use Facebook, including a variety of privacy experts across Europe, about improving our cookies policy and obtaining informed consent from people,” Facebook’s deputy chief privacy officer Stephen Deadman said.
Charlotte Holloway, associate director of policy at techUK said: "Today’s banner changes from Facebook should be seen against the wider backdrop of tech companies working hard to ensure consumers have greater transparency and choice when navigating the online world.
"It’s good to see this approach which follows the best practice examples set out by data protection authorities and other companies who offer online advertising across Europe.”
"It’s good to see this approach which follows the best practice examples set out by data protection authorities and other companies who offer online advertising across Europe.”
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