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Building user trust is critical for social platforms and their advertisers; it affects how users feel on social media sites and may also impact whether users want to engage with ads there.

Despite mounting controversies, Facebook remains the single most popular US social network, with 83% of adult social media users in the US reporting that they visit the platform in a typical week.

A cross-party coalition in the European Parliament has sent a letter to the corporate leaders of the largest European advertisers to call on them to stop using tracking ads.