Facebook to Expand Data Used in Ad Targeting - WSJ

Google and Facebook are in a race to change consumer expectations on advertising -- they seek to make advertising more like profile-premised, proactive, and productive search than noise

"Marc Rotenberg, president of the Electronic Privacy Information Center, called the move "another 'If you don't like it, opt-out' business change." Mr. Rotenberg said Facebook's opt-out program is ineffective, because it requires users to go to a separate website. He said user choices are easily undermined because the program works by placing an opt-out cookie on people's websites. The minute users clear their cookies, they also delete the opt-out preference. He also said many companies don't participate in the opt-out program.

Facebook said it briefed the FTC and Ireland's Data Protection Commissioner ahead of Thursday's announcement."

Facebook to Expand Data Used in Ad Targeting - WSJ