Facebook has come under fire on social media for being “creepy” after admitting that its controversial new prayer feature uses data collected from the ‘thoughts and prayers’ of its more religious users to create personalized ads.
The prayer feature, which was quietly rolled out to US-based Facebook Groups in May, is part of the tech giant’s focus on expanding engagement on its platform by tapping into faith groups. At the firm’s ‘Communities Summit’ in 2017, CEO Mark Zuckerberg had hinted at this in his praise of churches.
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