For users tired of being trolled by targeted ads, Instagram is introducing a new option for them to opt out of personalized ads. The setting, called “Data from Partners,” will roll out globally this week. It comes after Facebook introduced a similar setting for users to control “Off-Facebook activity” earlier this year.
The new setting could change how advertisers approach the platform. “If that attribution loop for whatever reason no longer is readable or viable, if you’re not getting good metrics or analytics, if the lack of cookies and changes in privacy law make that closed loop no longer work, then Instagram and Facebook are facing a massive reckoning,” Harry Kargman, Founder and CEO of digital advertising platform and exchange Kargo, tells Ad Age’s Mike Juang.