Facebook will (soon) yank third-party ad data in the name of privacy

Your likes (or general actions) on FB are continuously being applied to the company's machine-learning model. (credit: JOSH EDELSON/AFP/Getty Images)

In the wake of the Cambridge Analytica scandal and rising public pressure against Facebook, the social media giant announced on Wednesday evening that it will restrict how much data advertisers can have access to.

Facebook will soon stop allowing advertisers access to data about individuals held by companies like Experian and Acxiom.

Prior to this change, Facebook allowed advertisers to target groups of people based on an amalgamation of both datasets.