A recent study by Consumer Reports and The Markup revealed extensive data tracking of Facebook users, with some participants being tracked by as many as 7,000 companies.
The study found that personal data is transferred from various companies’ servers directly to Meta’s servers, in addition to the more visible tracking through Meta tracking pixels on company websites.
Despite Meta’s transparency tools, Consumer Reports identified issues with unclear data provider identities and companies disregarding user opt-out requests.
The study also highlighted the pervasive presence of data broker LiveRamp and the involvement of well-known retailers and companies in sharing data with Facebook.
Caitriona Fitzgerald from the Electronic Privacy Information Center expressed concern about the extent of tracking, emphasizing that users don’t expect Meta to have such extensive knowledge of their online and offline activities.
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