Meta Platforms intends to leverage data collected from businesses to further tailor the content users encounter on its social media networks.
On Tuesday, Meta stated it will utilize information already provided by merchants, such as the games a user plays or purchases made on other websites, to personalize content in social media feeds and AI-generated responses. For instance, a user who recently bought a tent online might see more short videos about camping.
The company, which has long used data from other businesses for targeted advertising, clarified that this update does not involve the collection of any new data.
"This is about using information businesses have already sent us to further improve your experience," the company explained in a blog post.
As part of this update, Meta also announced it will streamline its settings options to give users more control over how it accesses and uses data shared by other companies.
Meta will discontinue the "Activity Off-Meta Platforms" setting, which allowed users to disconnect activity shared by businesses from their accounts. Instead, the company will expand the "Activity from Other Businesses" setting, allowing users to choose whether Meta can use this data to display more personalized content and advertisements.
Meta Platforms, Inc., the parent company of Facebook and Instagram, said these adjustments to controls and data usage will take effect next month in the United States and some other countries, with a broader rollout to follow.
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