Meta customizes the experiences for 3.5 billion users of its apps and services each day, making it easier and quicker for them to achieve what they aim for on the platforms. Personalized advertisements play a role in helping users find content relevant to them — such as a local ice cream shop or new hiking boots — while also keeping the services free of charge. Businesses frequently share details about user activities on their websites with Meta to enhance ad relevance. For years, Meta has provided tools for users to understand and manage how this operates, and now, updates to this approach are being introduced.
Improved Personalization Using Activity from External Businesses
Meta is modifying the way information shared by other businesses is used. Currently, this data — such as games played or purchases made on other sites — is utilized to tailor ads to users. Moving forward, it will also influence other personalized elements, including the Feed content and AI interactions.
Removal of the “Your Activity off Meta Technologies” Control
Up to now, two settings have enabled users to control activity data shared by other businesses: “Your activity off Meta technologies” and “Activity from other businesses.” Meta is consolidating these controls, removing the “Your activity off Meta technologies” setting. This allowed users to disconnect activity shared by businesses from their accounts. Simultaneously, the “Activity from other businesses” setting is being expanded to offer more control over how this data personalizes user experiences.
Managing Your Activity Data Usage
The setting for “Activity from other businesses” (previously “Activity information from ad partners”) allows users to decide how their activity data is used to customize the content displayed, including both ads and non-ads. Users can choose to permit the use of this data for personalized content, making ads and other content more relevant. Opting out means this information will not be used to enhance the relevance of ads or other content.
Unchanged Aspects
No new data is being collected as part of these updates. Rather, it involves the use of already received information to further refine user experiences. For example, if someone recently bought a tent online, they might see more camping-related Reels.
These updates to controls and data usage will be implemented in the US and several other nations next month, with more countries to follow. For the most current details, users are encouraged to visit Meta’s Help Center.