(WHAS11) -- It's the concern many had about Facebook from the very beginning, what is the social networking site going to do with all of that personal information? Facebook is facing a crisis of confidence about privacy. The company is allowing a advertisers to target users based on detailed personal information.
The company that convinced their users to share nearly everything about themselves and their personal lives online is reportedly now exploring new, more invasive ways at tapping into its most lucrative asset, their nearly 900 million users.
Wednesday morning the Wall Street Journal reports Facebook is opening those connections to marketers reportedly now allowing them to target ads based on the e-mail addresses and phone numbers users post on their profiles. This includes even displaying ads based on what users search on other websites.
It's a service Facebook competitors, like Google and Yahoo, have offered marketers for years. But Mark Zuckerberg, the company's founder, has publicly shied away from this tactic.
Analysts say the move comes as Zuckerberg faces increasing pressure from shareholders to prove the effectiveness of his company's nearly $4 billion ad business, especially after Facebook's disastrous IPO. Since their stock started selling in May, it has lost nearly half of its pre-debut value
The company is also studying how its online ads later effect what users buy in traditional stores offline.
Privacy advocates say they are watching your every move.