Meta to Use Off-Site Business Data for Feed and AI Personalization

June 9, 2026 - 22:21

Meta is set to begin using off-site business data to personalize user feeds and artificial intelligence features starting next month. The change will expand how the company leverages advertising data across its platforms, rolling out in ten countries initially.

The new policy allows Meta to incorporate information collected from third-party websites and apps that use its business tools. This data, previously limited to ad targeting, will now also influence what users see in their main feeds and how AI-powered recommendations work. The company says this will create a more seamless experience, tailoring content based on broader online activity rather than just interactions within its own apps.

Critics have raised privacy concerns, arguing that users may not fully understand how their browsing habits outside of Facebook and Instagram will shape their internal experience. Meta has stated that users can manage these preferences through existing ad settings, though the default will be opt-in unless changed.

The rollout covers key markets, including the United States, Canada, and parts of Europe. Meta has not specified a precise date but confirmed the changes will take effect in the coming weeks. The move signals a deeper integration of commercial data into core platform functions, blurring the line between advertising and organic content.