Last week Facebook notified agencies that it will shut down its “managed Custom Audiences” program that enabled advertisers to access third-party data from approved data providers, like Acxiom and Oracle, through Facebook-managed deals with those providers and then use that data to target their Facebook ads. That shutdown will take effect when Facebook rolls out the aforementioned data permissions tool, according to a Facebook spokesperson. Facebook will also remove the “audience data providers” speciality from its Facebook Marketing Partners program in connection to the broader shutdown, the spokesperson said. “This is one of many steps we’re taking to provide additional safeguards and accountability in our ad products,” said Facebook in an emailed statement.
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But as Facebook looks to lock down the outside data that’s available for ad targeting, loopholes linger that would allow advertisers to continue to use third-party data for ad targeting. And questions have arisen regarding whether Facebook’s primary motivation is protecting people’s privacy or its own liability. “Brands and their agencies must now work directly with third-party data providers as opposed to working through a Facebook partner manager to develop and import these Custom Audiences, and the brand, not the data provider or Facebook, is liable and responsible for the ethical capture and use of these audiences,” said Michael Price, social media director at digital and CRM agency Ansira.
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