Facebook has finally arrived at a conclusion to stop the ads coming to targeted users, after acquiring their private data through their profiles on Facebook. This refers to the fact that, after facing a global backlash for letting companies move away with private data of the users, the social media honcho regarded that it has decided to draw an end to the partnership with data brokers using users’ personal information to target them and send them advertisements.

For this, necessary changes have been made by the Social networking company, and this includes implementation of new privacy tools, allowing users to permanently delete their data. Also, a product marketing director at Facebook also added that though this might take over six months, would definitely help in improving Facebook’s privacy.

To be precise, this move by Facebook could fundamentally alter Facebook’s hugely profitable advertising business, which has long let marketers narrowly target consumers using a blend of data from both Facebook and outside sources. Regarding this, a corporate blog post attributed by the company to Graham Mudd, Facebook’s director of monetization product marketing, read like, “While [data-broker integration] is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook”.

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Reports also state that since mid-March its shares are more than 17% down. Acxiom and Experian, data and technology marketing companies, had been collecting data of people from Facebook and advertisers used them to acquire information and target people.

This move by Facebook arrives just after its controversy over the data practices. The company faces heavy criticisms, including from lawmakers in the U.S. and U.K., for allowing the Trump campaign-linked data firm Cambridge Analytica to get and hold data on some 50 million Facebook users.

So, in lieu of that, the change could shine a light on the little-understood data practices that underneaths the enormous digital advertising industry that serves as the revenue engine for much of Silicon Valley. Those practices could trouble users once brought into the public debate.

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To look back, Facebook’s data-broker targeting had been available for audiences in U.S., Brazil, France, Germany, the U.K., Australia. and Japan. The cost of using the data was included in the prices advertisers pay to Facebook to run their spots on the site.