Meta apps already track your activity across other websites, but now they will also start doing so to curate your social media feeds.
Meta is expanding how it uses activity shared by other businesses to personalize Facebook and Instagram feeds, Reels, and AI responses starting in July. The company said the update does not involve collecting new data, but changes how it uses information that businesses already send to Meta.
The change means activity from other websites and apps may influence more than ads. For example, Meta said that if a user recently bought a tent online, they may see more camping-related videos in their Reels feed.
What is Changing
Meta already receives information from businesses through tools used for advertising and measurement. Until now, Meta has mainly used this type of off-platform activity for ad personalization. The company will now also use it to shape content recommendations and AI responses across its apps.
Meta spokesperson Emil Vazquez told The Verge that the company previously used activity across its own apps, such as likes, views, and follows, to personalize the content users see. The company also started using conversations with its AI assistant to personalize ads last year.
User Controls
Meta says users can disable the expanded use of this data through the Activity from other businesses setting. The company is also streamlining its controls by discontinuing the older Your activity on Meta technologies setting, which covered similar activity shared by businesses.
The setting will allow users to manage whether activity shared by other businesses can be used for personalization, including ads, feeds, and AI responses.
No New Data Collection
Meta said it is not collecting new data as part of this update. The company said the change is about using information businesses already share with Meta to personalize more parts of the user experience.
The rollout is expected to be global, but The Verge reported that it will initially exclude some regions, including the European Union, the UK, Brazil, and South Africa.
