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Everyone loves to gripe about privacy on Facebook. Facebook is following you. It now can use what a user does outside its network—when they surf the Web and use other apps on smartphone devices—to target ads at the specific user. Facebook says it needs the extra data to make its ads better. At the same time, the company is starting to be more transparent. In a first for any major Internet company, it’s offering to explain exactly why users are getting targeted with every ad and offering the users control over what kind of ads they will see in the future. However,Facebook doesn’t make these options very easy to find.

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