Facebook's 'clear history' tool that lets people clear their Facebook history will limit one of advertisers' most powerful targeting tools.
in its Chrome browser that would let consumers block advertisers from serving ads that use third-party cookies.Sheryl Sandberg revealed a new argument to stop regulators from breaking up Facebook
That targeting heft is why insiders are saying the Facebook tool could have far wider impact than Google's Chrome move. But with people increasingly twitchy about privacy, others aren't so sure. Facebook's Custom Audiences is one of its most powerful targeting tools, and if people adopt it in big numbers, it could seriously dent the effectiveness of advertisers' campaigns, said Marcus Pratt, VP of insights and technology at Mediasmith, told Business Insider.
Alex Proujansky, associate director of social marketplace, product & operations at Horizon Media, said the agency has started using other targeting methods for advertisers, like buying third-party audiences elsewhere and increasing lead-generation advertising to help advertisers build up their own stashes of first-party data that they can use for targeting.Other winners could be the companies that already have big troves of data on their users, including Google and Pinterest.
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