Facebook’s new Custom Audiences permission tool will require user consent confirmation
The tool, still in development, will aim to safeguard against advertisers misusing user data in uploaded lists for ad targeting.
Facebook has confirmed a TechCrunch report that it is developing a tool for advertisers to verify they have gained consent to use email addresses uploaded via Custom Audiences.
Facebook’s Custom Audiences make it possible for advertisers to target users on its platform by uploading lists of emails, phone numbers and other data and cross-referencing it against user profiles.
According to Facebook’s director of corporate communications, Elizabeth Diana, the coming certification — or permissions — tool will require an advertiser and the agencies or other entities that obtain data to confirm that the third-party data in a Custom Audience has been responsibly sourced.