It’s Complicated: Facebook’s History of Tracking You

[Commentary] For years people have noticed a funny thing about Facebook's ubiquitous Like button. It has been sending data to Facebook tracking the sites you visit.

Each time details of the tracking were revealed, Facebook promised that it wasn't using the data for any commercial purposes. No longer. Facebook announced it will start using its Like button and similar tools to track people across the Internet for advertising purposes.

Facebook said on Sept 27, 2011, not to worry, telling the New York Times that it doesn't use data from Like buttons and other widgets to track users or target advertising to them, and that it deletes or anonymizes the data within 90 days.

OK, worry… On June 12, 2014, Facebook told Ad Age that it will start tracking users across the Internet using its widgets such as the Like button. It's a bold move. Twitter and Pinterest, which track people with their Tweet and PinIt buttons, offer users the ability to opt out. And Google has pledged it will not combine data from its ad-tracking network DoubleClick with personally identifiable data without user's opt-in consent.

Facebook does not offer an opt-out in its privacy settings. Instead Facebook asks members to visit an ad industry page, where they can opt out from targeted advertising from Facebook and other companies. The company also says it will let people view and adjust the types of ads they see.