Facebook rolls out tool to block off-Facebook data gathering

SAN FRANCISCO — Soon, you could get fewer familiar ads following you around the internet — or at least on Facebook.

Formerly known as “clear history,” the tool will now go by the slightly clunkier moniker “off-Facebook activity.” The feature launches in South Korea, Ireland and Spain on Tuesday, consistent with Facebook’s tendency to launch features in smaller markets first. The company did not give a timeline for when it might expand it to the U.S. and other countries, only that it will be in “coming months.”

Jasmine Enberg, social media analyst at research firm eMarketer, said the tool is part of Facebook’s efforts to be clearer to users on how it tracks them and likely “an effort to stay one step ahead of regulators, in the U.S. and abroad.” You’ll be able to access the feature by going to your Facebook settings and scrolling down to “your Facebook information.” The “off-Facebook activity” section will be there when it launches.

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