Facebook said it will shut down the Partner Categories program from 2013, which was created to help advertisers target their ads based on third-party data. The program will wind down over the next few months, impacting all partners. Facebook has taken a series of steps to address concerns over data privacy in the wake of the Cambridge Analytica scandal.

Consumers demand personalization, and Facebook’s Partner Categories has been a powerful engine for delivering on this need, as one of the social media giant’s key draws for advertisers. For brands looking to drive a bigger return on their investment. By narrowly targeting campaigns, money won’t be wasted on ads that reach consumers uninterested in making a purchase. The news, while significant, is in line with other recent steps by Facebook to address data privacy following the Cambridge Analytica scandal, although the argument could be made that so far the social media giant has been putting the burden on developers, in news announced last week, and now on data brokers. Facebook also said yesterday that it is making its privacy controls more prominent.

Not everyone has been excited about ultra-precise targeting as it would walk back from overly narrow targeting on Facebook as the strategy contributed to stagnating sales because of not reaching a broad enough group of consumers.

Some consumers have also complained that personalized ads can feel creepy when it seems like advertisers know too much about someone. Facebook’s targeting enables brands to reach users based on self-selected data like gender, age, location and relationship status. With Partner Categories, brands can take targeting up several notches by matching Facebook data with clusters, created by third-party data providers, such as people in households where insurance was renewed in a certain month or people in households that are heavy purchasers of certain product categories.

The news about Partner Categories could set the stage for a significant upheaval in digital marketing since Facebook commands a large percentage of brands’ digital advertising budgets. The impact could be compounded if other digital platforms follow suit, which isn’t out of the realm of possibility given the heightened attention to data privacy. Google earlier this week said it will support non-targeting ads as a way for publishers to address the upcoming GDPR regulations set to go into effect in Europe on May 25.