Facebook has introduced a new tracking service called Facebook Exchange. The service allows advertising companies to use cookies to track users after they visit the social network, and then allows the companies to bid on advertising space.
The tracking mechanism allows companies access to users’ Web browsing after they leave Facebook.com.
“So a Facebook user who visits a travel Web site to buy airline tickets but does not complete the purchase may see an ad on Facebook that will allow them to do just that,” reports The New York Times. “Facebook is only displaying the traditional thumbnail ads that users see in the right hand column of the page and not other ads like sponsored stories or mobile ads.”
Facebook assured users that it will not share any more data with advertisers, and users can opt out of the service either by disabling cookies in their browsers or by going to the “About Ads” page on Facebook.
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