Facebook has started archiving all users’ link history globally on both Android and iOS devices.
While users have the option to opt out, the feature is turned on by default, allowing Meta to utilize the collected data for targeted advertising.
Why we care. As the digital marketing industry moves towards a cookieless future and stricter privacy laws, targeted advertising, while effective, faces uncertainties. Facebook’s new feature could very well prove to be a loophole for marketers wishing to reach high-value consumers, but the solution could be temporary.
