When you watch a video on Instagram, the app’s algorithms are also watching you. As you scroll, they are hoovering up information to figure out what makes you tick—not only to show you content that keeps you coming back, but also to show you ads that are more likely to make you buy something.
Meta calls the information it compiles about how users behave across its apps “activity.” That activity might include what they say in social media posts or comments, the contents of the (unencrypted) messages they send or receive, the hashtags they use, and how long they spend watching certain
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