Facebook has been implementing a series of changes in its platform that are intended to close the gaps after the Cambridge Analytica data leak. Now, the social media giant will launch a certification tool that will verify and ensure that marketers only send ads to the email addresses that were obtained with the user's consent.
The tool is called the Custom Audiences certification tool. A Facebook representative wrote about the tool to a marketing client in a message discovered by TechCrunch. They wrote: "Advertisers will be required to represent and guarantee that the user has obtained the appropriate consent for the use of the loaded data".
Facebook will also prevent the data of the personalized audience from being shared in the commercial accounts, according to an anonymous email with the registered contacts. Facebook confirmed to TechCrunch that the tool was being built and that it would require advertisers and digital agencies to certify that they have permission to use the user .data
Last week, Facebook announced that it put a pause in the application review so that new applications can not join its platform. All of these changes are in response to the revelation in March that Cambridge Analytica data analysis company had used the third-party application "thisisyourdigitallife" to obtain and use user data from up to 50 million Facebook accounts. Currently, Facebook is being investigated by attorneys general in New York and Massachusetts for their actions during the period of data breach.
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