Facebook explored unpicking personalities to target ads | WHAT REALLY HAPPENED


Facebook explored unpicking personalities to target ads

Facebook has considered profiling its users' personalities and using the information to target adverts.

A patent filed by the social network describes how personality characteristics, including emotional stability, could be determined from people's messages and status updates.

The firm is currently embroiled in a privacy scandal over the use of its data by a political consultancy.

Facebook says it has never used the personality test in its products.

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