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Facebook spent the better part of 2018 trying to educate users about how it collects vast amounts of data on them, prompted by a series of privacy scandals.
But it turns out that the vast majority of US users still have no idea the tech giant tracks their interests and activity for ad targeting, according to a new study released Wednesday by the Pew Research Center.
Study - Facebook - Users - Percent - Facebook
In a study of 963 Facebook users, approximately 74 percent of them didn't know Facebook keeps a record of their interests for brands to show them targeted advertisements.
Facebook has long allowed users to view and control which interests are factored into brands' targeted ads.
Users - Preferences - Menu - Click - Information
To see this, users are supposed to navigate to the 'Ad Preferences' menu, click on 'Your Information' and then select 'Your Categories.'
There, Facebook explains it has compiled the information 'based on information you've provided on Facebook and other activity.'
Participants - Pew - Study - 'Ad - Preferences
Participants in the Pew study were instructed to view the 'Ad Preferences' page, where some 88 percent of respondents said Facebook had generated some material for them.
Approximately 27 percent said the interests listed there were 'not very or not at all accurate in describing them,' while 59 percent said they 'reflected their real-life interests.'
Majority - Percent - Facebook - Users - Company
The majority, or 51 percent, of Facebook users said they were not comfortable that the company had compiled such data about them.
Of the 74 percent who didn't know Facebook maintained a list of their interests, the vast majority of them only figured out about the practice 'until they were directed to their page as part of this study,' Pew explained.
Element - 'Ad - Preferences - Page - Attempts
Another element of the 'Ad Preferences' page attempts to break down the user's political and multicultural affiliations.
It breaks down political affiliation based on a series of rankings, including Very Conservative, Conservative, Moderate, Liberal or...
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