If you thought all your user information regarding your online and offline life is untraceable, think again. Because ad tracking has always been a controversial practice, Facebook and Datalogix raise concern with ad tracking deal.
As Facebook has been having a hard time convincing advertising their social network is profitable, the company decided to sign a deal with Datalogix, an ad tracking service. Facebook is working with Datalogix, company which is specialized in ad tracking, a practice known and used for quite a while, although users are not comfortable with or aware of it.
The highly controversial company Datalogix can track user details from online activity such as clicking on ads to the groceries you have made at your local super-market. From correlations made between your credit card number and home address, Datalogix can find out what kind of ads should be sent to you. Pretty uncomfortable if you give it a second thought, right?
Of course, Datalogix firmly states that they are using only public information. Users are ensured their “sensitive information” isn’t part of Datalogix’ tracking business. Facebook is one of the company’s biggest client, although it ensures users that “Facebook does not sell your personal information to advertisers.”
The uncomfortable part is knowing that Facebook is well aware of the ad tracking practices, but it doesn’t provide users with an opt-out service on their website, even if they always try to promote freedom and security on the internet. The only thing they have done regarding this issue is posting a link to Datalogix in their security tab in the Help section. From there you can access Datalogix and opt-out if you wish to.
Jeff Chester, executive director of the Center for Digital Democracy also expressed his concern regarding this issue and has stated that what’s happening with Datalogix and Facebook isn’t so normal and doesn’t promote privacy. “We don’t believe any of this online-offline data should be used without express consumer approval and an opt-in,” said Mr. Chester.
Some privacy advocates even state that this practice even violates an understanding made between Facebook and US Federal Trade Commission concerning privacy issues.