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Facebook blocks mobile app advertisers from using device-level data

Facebook quietly updated its terms of service for its Advanced Mobile App Measurement program in January, barring mobile app advertisers from using device-level data for any purpose other than measuring campaign performance on an “aggregate and anonymous basis.”

With the change, Facebook mobile app advertisers can no longer use device-level data for any of the following: (i) to target or retarget ads, (ii) to redirect with tags, (iii) to sell to third-parties, (iv) to inform cross-channel ad campaigns.

The update underpins Facebook’s efforts to contain user data – but it’s a concerning signal to advertisers.

Source: Facebook blocks mobile app advertisers from using device-level data – Marketing Land

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