Meta will expand its use of Activity off-Meta technologies to include external browsing history and e-commerce purchases. The company currently utilizes this off-platform data primarily for targeted advertising.
Meta will integrate this information into Facebook feeds, Instagram feeds, and AI assistant responses. This rollout is scheduled to begin in July 2026.
The strategy aims to increase user engagement by improving the relevance of content recommendations. This expansion is expected to heighten privacy concerns and attract regulatory scrutiny regarding data collection.