The Electronic Frontier Foundation released its 2014 Who Has Your Back? report, detailing Internet companies’ efforts to protect their users from government requests, and Facebook was one of a handful of companies to receive stars in all six criteria.
It’s no secret that Facebook in recent years has become a data company. The more data Facebook has about its users — such as gender, education, likes, and location — the better it can serve targeted ads. But Facebook has to strike a cautious balance with regard to targeting. Whereas many users see ads that are wholly irrelevant, many others feel that Facebook can be too invasive when it comes to advertising.