As Facebook releases new privacy tools and governments continue to securitize the company and its data collection policies, that leaves Facebook's advertising revenue vulnerable.
Facebook has responded to scrutiny by developing tools like the "clear history" setting released this week.
It also shows the kind of activity they share. Many sites also log your searches and purchases, or whether you added an item to a wishlist or cart. Your ad preferences and actions you take on Facebook only will be used to show you relevant ads. Facebook collects activity information from a broad array of services including e-commerce websites, retail chains and even certain smart home appliances that can be browsed by category in the tab. However, it's important to note that the feature doesn't actually allow users to delete their browsing information from Facebook servers; instead, it simply lets users dissociate collected data from their Facebook account. CEO Mark Zuckerberg announced the "clear history" feature more than a year ago and the feature launched in several countries over the past year before coming to the U.S.
It's part of a new section in user settings called "Off-Facebook activity". You can then choose to break the third-party's connection to Facebook.
However, the data will not be permanently deleted. The second is the Facebook SDK, which is a software toolkit that people can use to build similar capabilities into everything from mobile apps to PC games. You can disconnect it with the "clear history" control, the instructions for which can be found here. If consumers embrace the tool, it could drive down the value of ads, because they would theoretically be less effective. So Facebook can still tell advertisers how well their ads are performing.
Facebook executives also warned that ad revenue growth is being squeezed as more advertisers move into Stories, the vertical video format that is especially popular on Instagram. You can also clear this data from your account if you wish to, giving you more control over your own information.
"Clear history" removes all previously saved data from third-party apps and websites.
Facebook has warned for several quarters that growing at the same rate will be more hard in the future.