Facebook Gets a Reality Check: Phone Numbers Are Turning into Ad Targeting Gold
What the Study Showed
In a little‑known tidbit that came to light on September 27, Facebook confirmed that advertisers have been able to tap into the phone numbers users accidentally hand over during the two‑factor authentication dance.
- Two‑factor authentication usually asks for a password plus a text‑code sent to a phone. That extra link is now being used to tag ads.
- Even when users tweak everything possible in privacy settings, the researchers found that phone numbers still slid into ad pools.
- Uploads of contact lists – the “syncing contacts” feature – put people’s personal data in the stratosphere of advertiser reach, even when the numbers didn’t belong to the user.
Why It Matters
At first glance, it seems harmless: you drop a number in for security, and voilà, your friends see a better fit because you’re in the same email camp. But the pot’s not just sauce…
- Advertisers can now punch holes in user privacy, broadcasting ads tailored to someone’s name and number without their explicit consent.
- It’s a “shadow source” of data, a term the study splashed like a secret sauce: pulling info that isn’t actually “public” and selling it for ad money.
What Facebook Said
A spokesperson rolled out the usual: “We use the info people give to create a better, more personalized experience on Facebook, including ads.”
“We are clear about how we use the information we collect, including the contact information that people upload or add to their own accounts,” they added, somewhat dropping a high‑falutin apology.
The Bigger Picture
Just when you thought the eyes of the world were finally looking behind Facebook’s curtain, the platform’s past with Cambridge Analytica is still itching dusty surfaces. The scandal, that put 87 million users in jeopardy, still sits in the shadows. Now, phone numbers are the new hidden bridge between your private data and the ad syndicate, even if you’re a privacy crusader.
Bottom Line
Next time you add a number for those sanity‑boosting two‑step logins, remember that it can become an advertising entry ticket for strangers. No more “just because you’re safe is not safe.” Stay tuned!
