The enhanced profiles will allow marketers to deliver more relevant ads, Facebook said in a blog post announcing the change on Thursday. If a Facebook user researches a new television on an external website or inside of a mobile app, their profile might now indicate an interest in televisions and in electronics, making it easier for advertisers pitching electronic devices to reach that user on Facebook.
Facebook already has access to much of this information through tools that it uses to measure the performance of its ads as well as through "plug-ins" that integrate Facebook features on third-party websites, but the company has not until now incorporated the data into its users' ad targeting profiles.
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To quell potential privacy concerns, Facebook will for the first time give users the ability to review and edit their internal advertising profiles. By clicking on a button alongside Facebook ads, a user can see all the "interests" on their record, remove unwanted categories and add any desired categories.
Facebook said it will also provide a link to an industry website that will allow users to not have their activities on websites tracked, as well as a link to the appropriate controls within their smartphones to eliminate mobile app tracking.