Dive Brief: 

• In what could be a controversial move, Facebook has revealed it will not be honoring "do not track" settings on web browsers.
• A Facebook spokesperson told AdAge that the social giant was ignoring the settings "because currently there is no industry consensus." 
• Ignoring the do-not-track setting on browsers will allow Facebook to use the data — like when users click the "like" button across the web — to retarget ads on desktops. It will still, however, honor do-not-track on iOS and Android. 

Dive Insight: 

Facebook will certainly receive some backlash on this because of its ubiquitous presence and reach on the web. With so much data at its fingertips, adding another method of tracking could seem to some as an overstepping of users' privacy. That being said, neither Google or Yahoo honor the do-not-track settings, so users are already being tracked widely anyway. Advertisers, on the other hand, will benefit from Facebook's decision to ignore the settings.