Dive Brief: 

• After pressure over real name use and from the new social site Ello, Facebook has released a new app that allows anonymous discussion: Rooms. 
• The stand-alone app is a throwback to early internet days of chat rooms where all users were just identified by their handles. It also seems to jump on board the trend of anonymous sharing apps like Whisper.
• Users can form topic threads, called "Rooms," that other interested users can post or chat with photos and text. 

Dive Insight: 

As of yet, the marketing capabilities of Rooms is yet to be seen. Since the users are private, targeting certain demographics could be harder. The "rooms" are designated by certain topics so that could be enough information for some brand marketers to attempt connecting with users. What Rooms proves more than anything is that users are looking to get out from under data collection — so marketers may have to get more creative.