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Facebook has agreed to display an industry-standard icon on its ads that are targeted using third-party data about users’ Internet browsing history, according to AdAge.
The blue AdChoices icon, seen right, will be visible when users mouse over an ad that has been served through the Facebook Exchange, the social network’s real-time bidding platform that can serve ads based on third-party cookies instead of Facebook’s own data.
The AdChoices program was created by the Digital Advertising Alliance. The icon is meant to provide transparency and give users ways to opt out of online behavioral advertising. Currently, when users see an FBX ad, they can click “About This Ad” to be taken to the website of the demand side platform that served the ad. The DSP will give users information about how their information was collected and used, as well as the option to opt out of remarketing ads. Moving forward, Facebook will offer the same functionality but include the AdChoices icon to better adhere to industry standards.