Meta has announced plans to utilize data from other businesses to enhance personalization of user feeds and AI responses on its platforms, including Facebook and Instagram. According to a blog post published on June 9, 2026, the company already leverages users' off-platform activities, such as online purchases and game interactions, to target advertisements. The update will expand the types of content personalized for users. For instance, if a user recently purchased a tent online, they may see related camping videos in their Reels feed. Meta clarified that it is not collecting new data but rather using existing information provided by businesses.
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Meta to Use Off-Platform Activity for Feed Personalization
Meta is set to enhance personalization on Facebook and Instagram by using data from external businesses. This approach will utilize existing user activity, such as online purchases, to tailor content in users' feeds, while no new data collection will occur.
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Meta will use your activity on other websites to personalize your feeds
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Meta to Use Off-Platform Activity for Feed Personalization
