Introduction
Facebook, the social media giant owned by Meta, has launched an initiative to archive the browsing history of users on Android and iOS devices across the globe. This move allows Meta to use the collected data for tailored advertising purposes. While the effectiveness of targeted ads is debatable, this new feature could serve as a temporary solution for marketers wanting to engage with high-value customers. As users’ mobile screen time increases, tracking their browsing habits is increasingly important for advertisers in delivering relevant content. Nevertheless, this raises concerns about privacy and emphasizes the need for transparency and user control over personal information usage.
Implementation
The rollout of this feature is still ongoing and there is no definite timeline provided by Meta. For now, it is limited to mobile devices and is not available on desktop platforms. However, it is expected that Meta will eventually extend the functionality to desktop users. The main objective behind this update is to enhance user experience and offer more efficient ways to interact with the platform.
Functionality
This new feature tracks websites visited through Facebook’s mobile browser within the past 30 days, noting down clicked links but excluding those opened within Messenger conversations. Users can view their browsing history, making it easier to return to the sites they found most useful or interesting. This function also enables Facebook to gain insight into user preferences for delivering more tailored content and advertisements on the platform.
User control
Users can opt to disable the feature in the Facebook app’s mobile browser settings by toggling the “Don’t Allow” switch. Doing so prevents Facebook from accessing the user’s browsing history within the app’s built-in browser. It should be kept in mind that this change only applies to the Facebook app’s browser and does not affect data collection through external browsers or other applications.
Deactivation consequences
Upon disabling the feature, Facebook will promptly delete the user’s history and cease to use it for ad enhancement across Meta platforms. The user’s profile will also become unavailable, ensuring the privacy of their personal information and content. However, some data, such as messages sent to other users, might remain visible to the recipients even after deactivation.
Data deletion process
The deletion process can take up to 90 days for Meta to complete. During this time, users might still encounter traces of their deleted data on the platform. It is crucial to remember that once the process is finalized, it will be impossible to recover the deleted information.
First Reported on: searchengineland.com
Frequently Asked Questions (FAQ)
What is Facebook’s new browsing history archive initiative?
Facebook has introduced a new feature that archives the browsing history of users on their Android and iOS devices. This allows Meta to use the collected data to deliver targeted advertising. It tracks websites visited through Facebook’s mobile browser within the past 30 days, excluding opened links in Messenger conversations.
Is this feature available on desktop platforms?
Currently, the browsing history archive feature is limited to mobile devices and is not available on desktop platforms. However, it is expected that Meta will eventually extend this functionality to desktop users in the future.
Can users opt out of this feature and stop Facebook from collecting their browsing history?
Yes, users have the option to disable this feature. They can do so by going to the Facebook app’s mobile browser settings and toggling the “Don’t Allow” switch. This prevents Facebook from accessing their browsing history within the app’s built-in browser. Note that this change only applies to the Facebook app’s browser and does not affect data collection through external browsers or other applications.
What happens if a user disables this feature?
When a user disables the browsing history archive feature, Facebook will delete their browsing history and stop using it for ad enhancement across Meta platforms. The user’s profile will also become unavailable, ensuring the privacy of their personal information and content. However, some data, such as messages sent to other users, might remain visible to recipients even after deactivation.
How long does it take for Meta to delete a user’s data after disabling the feature?
The deletion process can take up to 90 days for Meta to complete. Users might still encounter traces of their deleted data on the platform during this time. Keep in mind that once the process is finalized, it will be impossible to recover the deleted information.
