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In October, I had a private message exchange on Facebook with someone I had not seen since college. I mentioned my cat and she mentioned that the thought that I was allergic to cats. I said - no, never been allergic to cats etc.
The next day I had an ad in my right sidebar on Facebook that said "Allergic to Cats?"
I thought that this could not have been a coincidence and emailed a friend of mine who does SEO/marketing to ask her what she thought. (She thought it was highly likely that FB was creeping PMs).
I, like everyone else, had assumed that the content of my private messages to individuals was not tracked by FB. I think people will be suprised to learn that this is not the case.