Facebook denies conducting personality tests to better target ads

Facebook has become embroiled in fresh controversy amid claims that the social network considered profiling user personalities in order to better target adverts.
The first anyone knew of the aborted project was a 2012 patent filed by the platform in which it described how factors such as emotional stability could be construed simply by referencing individual messages and status updates.
Such traits could then be stored in a user’s own profile to direct targeted news, ads and recommendation