What makes the results so unsettling is the range of data sources—location information, activity on other apps, facial recognition on photographs—that Facebook has at its disposal to cross-check its users against one another, in the hopes of keeping them more deeply attached to the site. People generally are aware that Facebook is keeping tabs on who they are and how they use the network, but the depth and persistence of that monitoring is hard to grasp. And People You May Know, or “PYMK” in the company’s internal shorthand, is a black box.
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