Facebook is shutting down a rich source of third-party consumer data flowing to advertisers as a way to steel up the integrity of the platform following the Cambridge Analytica leak.
On Wednesday, Facebook said it would remove ad targeting options that relied on consumer data from third-parties such as Acxiom, Oracle Data Cloud, Experian, Epsilon, and others. These data providers have some of the deepest insights into consumer behavior across the worldinformation on what people buy, where they shop, what kind of cars they drive, health profiles, incomes, family makeupand they are integral to the entire digital ad ecosystem.
"We want to let advertisers know that we will be shutting down Partner Categories," a Facebook spokeswoman said in an e-mail statement. "This product enables third-party data providers to offer their targeting directly on Facebook. While this is common industry practice, we believe this step, winding down over the next six months, will help improve people's privacy on Facebook."