The long-demanded privacy feature of the social network , Facebook Clear History tool will provide the option to the users to remove the information collected by the social network about the users from third-party websites and apps, is recently scheduled later this year , confirmed by the Chief financial officer David Wehner who declared at the Morgan Stanley technology , & Media and Telecom Conference. The clear history tool was expected in May at the last year, just before the F8 developer conference of the company, and at that point was still just a concept to regain the lost impression.
At the time of privacy scandal, CEO Mark Zuckerberg explained the functionality of the tool which is required to clean the browser history of user’s profile to help the tech giant to repair its image after the Cambridge Analytica Data privacy Scandal.
Facebook CEO wrote in a post on his personal page, “In your web browser, you have a simple way to clear your cookies and history. The idea is a lot of sites need cookies to work, but you should still be able to flush your history whenever you want. We’re building a version of this for Facebook too. It will be a simple control to clear your browsing history on Facebook — what you’ve clicked on, websites you’ve visited, and so on ”.
As with the analytics tools and trackers of Facebook, the company collects the massive amount of information what a user browse on the site and outside it. So, this kind of tool like Clear History could generate a substantial impact on the ability of Facebook to target ads and increase revenue if enough users wipe out the information collected about their online activity.
Chief financial officer David Wehner told, “ Broadly, [the tool is] going to give us some headwinds in terms of being able to target as effectively as before”.
Facebook already provides the users few controls over how their information is used to inform them about the ads they see, along with the advertisers can aim you based on the information it collects from third-party partners. Facebook provides control to the users whether they can see ads related to online shopping, alcohol marriage, relationship status, and more options.