Overview
- Meta announced on Tuesday that it will start using activity data businesses already share with the company to personalize users’ Facebook and Instagram feeds and AI responses in addition to ads.
- The company says it will not collect new data and will rely on information businesses already send, such as purchases, game activity and customer lists, to make content more relevant.
- Meta will remove the separate “Your activity off Meta technologies” control and expand the “Activity from other businesses” setting so users can stop Meta from using off-platform data for ads, feed content or AI replies.
- The rollout will be phased starting next month in the U.S. and other countries, with Meta excluding the European region, the U.K., Brazil, Thailand, South Africa, Turkey, South Korea, Ecuador, Nigeria and Kenya at launch.
- The change tightens how Meta reuses business-shared data to power personalization and may shift how advertisers and publishers target and measure content, while raising questions about regional privacy rules and regulatory scrutiny.