Meta expands off-platform data use to personalise Facebook and Instagram feeds
The company states it is not collecting new data but is broadening the application of existing information shared by other businesses, with a global rollout that excludes several key jurisdictions.
Meta has announced plans to expand the use of off-platform activity data to personalise content across its Facebook and Instagram feeds, as well as its AI responses, starting in July. The update marks a significant shift in how the social media giant utilises information shared by third-party businesses, moving beyond its traditional focus on targeted advertising to influence organic content curation.
According to a blog post published on Tuesday, Meta will begin using data such as online purchases and games played on other websites to tailor the user experience. For instance, the company noted that a recent online purchase of camping equipment could result in camping-related videos appearing in a user’s Reels feed. Meta spokesperson Emil Vazquez clarified that the company previously relied on activity within its own apps, such as likes, views, and follows, to shape content, and only recently began using AI assistant conversations to personalise advertisements.
The company emphasised that it is not collecting new data as part of this update. Instead, it is expanding the scope of information that businesses already send to Meta to further improve user experience. This approach builds on existing practices where off-platform activity has long been used to serve targeted ads, but now extends that logic to feed personalisation and AI interactions.
To manage these changes, Meta is introducing a consolidated setting that allows users to control the company’s access to off-platform data for ads, feeds, and AI responses simultaneously. Users who wish to prevent Meta from using data shared by other businesses for these purposes can opt out by toggling off the 'Activity from other businesses' setting in their account preferences.
The rollout is scheduled to be global, though specific regions will be excluded at launch. The European Union, the UK, Brazil, Thailand, South Africa, Turkey, South Korea, Ecuador, Nigeria, and Kenya will not see the update initially. While Meta has not specified the exact date in July when the feature will become active, the exclusion of these jurisdictions likely reflects varying regulatory landscapes and data privacy requirements in those areas.
