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Ad industry sources slam Facebook's latest privacy move, say it consolidates Facebook's control


Added 03-29-18 06:02:02pm EST - “Facebook's ban on third-party data providers means advertisers won't know what you purchased - which could change the advertising game.” - Cnbc.com

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Posted By TheNewsCommenter: From Cnbc.com: “Ad industry sources slam Facebook's latest privacy move, say it consolidates Facebook's control”. Below is an excerpt from the article.

Facebook's move to block third-party data providers from its advertising platform limits what companies know about users' shopping habits – and renders an industry of personal information brokerage less effective.

But industry insiders say that the move is mostly about optics, and could actually increase Facebook's control over the data that advertisers rely on to target customers, putting Facebook more firmly in the driver's seat in its relationship with advertisers.

Facebook announced on Wednesday it was removing Partner Categories, an advertising option that allowed companies to use third-party data to find customers. One company that provides those information services, Axciom, said its revenue could drop as much as $25 million next year, causing the stock to tumble more than 30 percent.

"It feels like a knee-jerk reaction and Hail Mary to stop the bleeding of #deletefacebook — although TBD on if that's actually making an impact — but more importantly to show Wall Street that they can protect consumer data," said Matt Borchard, group media director for advertising agency Noble People.

"This is an optics-based move that harms advertisers and doesn't actually do much of anything to protect user privacy," said David Eisenman, CEO of marketing agency Madwell.

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