Instagram allows users to Opt-Out of Third-Party Data Usage

Instagram has added a new setting which will enable users to choose whether they can be targeted with more personalized ads in the app via the usage of supplementary data sourced from third-party platforms and providers.

As shown in the picture, the new “Data From Partners” settings will enable users to opt-out of the use of partner-sourced data to target them with more personalized ads. Earlier this year facebook added similar 'Off-Facebook Activity' tools.

Instagram, with Facebook more broadly, uses data insights from other apps and websites in order to better personalize each users' ad experience. Facebook tracks these additional data points via the use of Facebook's SDK and other tools, which then feed back information on users' off-platform actions.

Such insights are likely to become increasingly valuable in future - as Instagram shifts further into eCommerce, the capacity to use off-platform browsing and transaction data will become a key way to maximize retargeting, and generate more direct sales through the app.

In order to ensure all users are aware of the setting, Instagram will soon send out an in-app notification, calling on people to review their ad settings. If the user has connected their Facebook account, the new setting will also respect the choices noted via their Facebook Ad Preferences.