Clear history: the change in privacy that will impact Facebook ads

facebook facebook ads May 20, 2019

As it was announced more than a year ago, Facebook will launch in the months to come a new privacy feature called Clear History. This was a direct response to the repercussions generated after the Cambridge Analytica where the European authorities demanded a more intense focus on users ́data privacy.

The Clear History feature is designed to deliver more transparency for users, showing them a list of the apps and websites they have visited that employ Facebook business tools like the Facebook Pixel, SDK and API.

Impact on advertising

It is not clear yet when it will be released and how easy it will be for users to implement Clear History; so there are a lot of questions yet. Far from being an obstacle in the digital marketing world, this could be seen as an opportunity to design strategies more creative and innovative.

The feature itself will allow a stricter separation between the internet browsing and Facebook profiles for the users that choose so. In a blog post, the company announced that advertisers should be prepared for a weaker targeting. “Businesses should keep this in mind when developing strategies for these kinds of campaigns in the second half of the year and beyond.”

Facebook said that once the tool is live, and users are able to disconnect their off-Facebook activity from their profile, the company will no longer be able to use that data for ad targeting. “This means that targeting options powered by Facebook’s business tools, like the Facebook pixel, can’t be used to reach someone with ads. This includes Custom Audiences built from visitors to websites or apps,” Facebook explained in the blog.

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