According to the Financial Times, Facebook and Datalogix have teamed up to measure the effects of some 45 marketing campaigns so far, with the two companies matching consumer information from loyalty-card programs to the identifiers (such as email addresses) used to set up Facebook accounts. Combining those datasets could offer insight into whether consumers are actually heading out and buying certain products or services advertised on Facebook.
While the two companies apparently strip personal information from the datasets, EPIC and CDD nonetheless have significant concerns over how that data is handled, and by whom.
“Facebook is matching the personal information of users with personal information held by Datalogix,” EPIC wrote in a Sept. 27 posting on its Website, hinting that such a deal could violate the social network’s previous agreement with the FTC prohibiting it “from changing privacy settings without the affirmative consent of users or misrepresenting the privacy or security of users’ personal information.”"
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