Meta says it personalizes ads using signals from your activity on Facebook and Instagram, information businesses send about your activity on their websites and apps, and—if your accounts are connected—information across accounts in Accounts Center. Meta has also said it uses interactions with Meta AI for personalization. These are distinct sources of information, with different controls; their labels and availability can vary by location and account.
What activity can shape the ads you see?
What you do on Facebook and Instagram
Meta’s US privacy notice says it collects information about how you use its products, including the content you view or engage with, features you use, actions you take, accounts you interact with, and the timing, frequency, and duration of your activity. Meta says such signals can help personalize ads. Its ad-transparency explanation says activity on and off its technologies may inform machine-learning models that shape and deliver ads. You can use the ad explanation feature to see topics Meta associates with why an ad was shown. Meta US Regional Privacy Notice; Meta’s ad-transparency explanation.
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Information businesses send about activity elsewhere
Businesses can share information with Meta through tools and integrations such as Meta Business Tools, social plugins, Facebook Login, APIs, and SDKs. Examples Meta gives include games played and purchases made on other websites. This does not establish that Meta necessarily sees every page you visit: the described mechanism is information businesses send through specified integrations. Meta’s June 2026 announcement; Meta US Regional Privacy Notice.
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Meta says information across accounts placed in the same Accounts Center may be used to personalize ads and other experiences. Joining accounts is optional. Meta’s 2023 explanation said preferences could be applied to individual accounts when they remain in separate Accounts Centers, but account-management interfaces have since evolved. About Accounts Center; Meta’s Accounts Center announcement.
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Interactions with Meta AI
Meta said it began using interactions with Meta AI features, including text and voice interactions, to personalize recommendations, content, and ads on December 16, 2025. Meta also said conversations with its AI about listed subjects—including religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, and trade-union membership—would not be used to show ads. This is Meta’s stated policy about ad use for those listed topics; it should not be read as a statement about every kind of data use or every potentially sensitive subject. Meta’s announcement about AI personalization.
How to review or change the relevant settings
Meta names Ad Preferences and Accounts Center as places to manage ad and connected-account controls. For information sent by other businesses, Meta’s June 2026 announcement names the expanded Activity from other businesses setting. Because the company has announced interface changes and rollout by location, the exact label or path may differ. Search the current settings in your Facebook or Instagram app for the named control rather than relying on an older universal navigation path.
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- Ad Preferences: Review ad-related preferences, including topics associated with ads. A topic preference or hiding one advertiser does not necessarily turn off all activity-based personalization.
- Accounts Center: Review which accounts are connected and the settings governing cross-account experiences.
- Activity from other businesses: Review the control Meta says governs use of this partner-shared activity for ads and other personalized content, where it is available on your account.
These controls address different things; changing one should not be assumed to change the others. Meta’s US notice describes location-dependent opt-out rights and previously referred to a section called Activity information from ad partners. Given the announced changes, that older wording is not a reliable universal current label. Meta’s June 2026 control announcement; Meta US Regional Privacy Notice.
What changed in Meta’s partner-activity controls?
On June 9, 2026, Meta announced that Activity from other businesses would expand to cover the use of this information for ads and other personalized content, and that the separate Your activity off Meta technologies setting would be discontinued. Meta said the change does not collect new data; it changes how information businesses already send may be used. The company said rollout would begin in the United States and some other countries in July 2026, with additional countries to follow. Its announcement does not establish which accounts or countries had migrated by October 4, 2026, so check the controls shown on your own account. Meta’s announcement.
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Does ad personalization mean Meta is listening to conversations?
No conclusion about microphone use follows from ad personalization alone. Meta says it uses a microphone only with permission and while someone is actively using a feature that requires it. That is Meta’s statement, not an independent audit of its systems. Meta Privacy Center: Is Meta listening to my conversations without my knowledge?
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Meta’s explanation does—and does not—establish
Meta executive Pedro Pavón, Global Director of Ads and Monetization Privacy at Meta, described how activity signals can feed its ad systems in a February 14, 2023 transparency announcement: “Information summarized into topics about how your activity both on and off our technologies — such as liking a post on a friend’s Facebook page or interacting with your favorite sports website — may inform the machine learning models we use to shape and deliver the ads you see.” This is the company’s explanation of its own systems; it does not independently verify their operation. Meta’s ad-transparency announcement.
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In its June 2026 announcement, Meta said it personalizes experiences for 3.5 billion people using its apps and services every day. That is a figure reported by Meta, not an independent measurement. The company’s notices and announcements describe its stated practices and controls, but do not independently audit data processing or establish the current settings available to every person in every country. Meta’s June 2026 announcement.
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