11 Jun Ignite Your Week: Facebook’s Clear History Tool
Facebook’s Clear History Tool
Facebook’s clear history tool is scheduled to roll out later this month. The clear history tool, which is officially called off-Facebook activity, will give people more transparency and control over the data shared with Facebook from other apps and websites. When someone disables their off-Facebook activity advertisers will no longer be able to target them based on their behaviors outside of Facebook. This means that targeting options powered by Facebook Pixel and custom audiences built from website visits will no longer be able to be used to reach someone with ads on Facebook-owned channels.
Brand Implications
As a brand, this isn’t great news, but there are a few things you can do to prepare. First, you should still be able to reach your audience based on their on-Facebook activity, like behaviors and interests. Secondly, before the feature is disabled gather as much information as you can so that you can build up profiles based on the information you already have. Additionally, you might want to start looking at third-party data tools to get as much data and extra audience insights as you can for future targeting. And then lastly consider looking at channels that are outside of the Facebook-owned networks for your future advertising needs. W will be closely monitoring user behavior as this roles out.
