Facebook lets users 'log in anonymously' to apps

New log-in tool means more control for users and information they share

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Facebook lets users 'log in anonymously' to apps Mark Zuckerberg, Facebook's chief executive. (Getty Images)
By  Helen Gaskell Published  May 1, 2014

Facebook has introduced new features that let users limit how much personal information they share with third-party mobile apps, Reuters reported.

Currently, many apps let users log in using their Facebook details rather than an email address or creating a dedicated account.

Mark Zuckerberg, chief executive said at Facebook's developer conference in San Francisco on Wednesday, that a new version of Facebook's log-in tool, called "Log in Anonymously", would let users control what information they allow third-party apps to see. He told developers the tool would let users feel more comfortable about logging into apps using Facebook.

"By giving people more power and control, they're going to trust all the apps that we build more, and over time use them more. And that's positive for everyone," said Zuckerberg.

The move is aimed at reducing privacy concerns as the revamped log-in screen will let users select which personal information stored on the social network, such as an email address, birthday or items that they have liked on Facebook, can be accessed by any particular app. Users' names and genders will remain visible.

The social network has also rolled out a new service to distribute ads across a network of mobile applications. It will allow mobile-app makers to insert various ads within their software, and Facebook will share advertising revenue with the developers.

"This is really the first time that we're going to help you monetise in a serious way on mobile," Zuckerberg said.

Facebook began testing a mobile ad network in January and it plans to expand the number of app makers that can use the service, although it did not provide a time frame for when the system will become broadly available.

Reuters said that the new mobile ad system, dubbed the Facebook Audience Network, will influence Facebook's advertisers and its own ability to target users based on their traits.

Facebook generates the bulk of its revenue from ads that appear on its own Web pages and within its own mobile app. By distributing ads across a constellation of independent mobile apps, Facebook effectively expands its advertising space, opening the door to more revenue.

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