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Facebook To Partner With Data Brokers

BIG DATA

February 26, 2013

NBC News reports that Facebook is planning to announce partnerships with three data marketing firms to deliver online targeted ads gleaned from offline information. Acxiom, Epsilon and Datalogix will all partner with the social networking company and allegedly upload customer lists to Facebook, which will then find matches among its users to create “custom audiences,” the report states. Facebook will not know the identity of the customers because the data will be hashed. The combination of the online and offline databases has raised privacy concerns. “There needs to be limits on Facebook’s growing use of outside data broker information,” Jeffrey Chester of the Center for Digital Democracy. Meanwhile, a security specialist was able to access any Facebook account through an authentication flaw. The company says it has since fixed the problem. Editor’s Note: The breakout session Big Data, Not Big Brother: Best Practices for Data Analytics will be part of next week’s IAPP Global Privacy Summit in Washington, DC.
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