Facebook users who want to preserve their privacy from advertisers will have to wait a little longer.
The social media giant has revealed that its 'Clear History' tool، first teased in the wake of its Cambridge Analytica scandal in early 2018، will finally become available later this year.
The firm previously admitted that launching the tool was taking 'longer than expected.' In the tool's absence، many have grown frustrated and impatient over what some say are the company's excuses for not releasing the tool almost a year later.
A recent BuzzFeed investigation explored why Facebook has stumbled in its efforts to bring the Clear History tool to the platform، with a Facebook spokesperson telling the site that it plans to roll it out this spring.
The clear history tool enables users wipe clean any data that tracks websites they've visited، as well as scrub any records of what ads they've clicked on while logged into Facebook.
Facebook CFO David Wehner told attendees at the Morgan Stanley Technology، Media and Telecom Conference that the site expects to have it ready for users in the coming months. However، in a noteworthy move، he also said investors should be aware that it could make it harder for brands to target advertisements toward users when they scroll through Facebook.
Facebook's sprawling advertising network is the major cash cow of its business and generates tens of billions of dollars for the company each year. 'Broadly، [the tool is] going to give us some headwinds in terms of being able to target as effectively as before،' Wehner said at the conference، according to CNBC.
The feature was revealed just a few months after Facebook revealed that some 87 million users' data had been harvested and shared with Trump-affiliated campaign research firm Cambridge Analytica.
It was pegged as a way for users to regain some control over how their personal data is collected by Facebook.
It's not yet clear how exactly the tool would work once implemented by Facebook.
CEO Mark Zuckerberg first described the tool in the lead up to Facebook's F8 developer conference last May.
Zuckerberg said the Clear History tool would function similarly to how users can erase their browser history by clicking a button.