Social Media

Facebook working with third-party data vendors to help marketers better target ads

Facebook working with third-party data vendors to help marketers better target ads'

Facebook today announced that it is bringing even more ways for marketers to “reach the right customers on Facebook” by allowing them to enhance ad targeting on the network using third-party data.

Marketers and businesses that already work with third-party data vendors Datalogix, Epsilon, Acxiom, BlueKai, and others (it’s US-only for now) will soon be able to use the data services they provide to create more targeted campaigns on Facebook.

Facebook is working with these third parties to create pre-defined targeting categories like “soda drinkers” or “auto-intenders”. With today’s news, marketers will soon be able to show ads to people on Facebook that have shown an interest in purchasing a new car, for example.

This is an important step for Facebook as it attempts to make its ad ever-more relevant. Businesses with in-store loyalty cards and programs, as another example, would be able to anonymously match information associated with customer accounts, like email addresses or phone numbers, to customers’ Facebook accounts and target at will.

That same business could analyse a real-world customer’s purchase history and suggest highly relevant products – using Facebook advertising – based on this.

Foreseeing the familiar concerns from the privacy conscious, Facebook has detailed the data exchange between itself and marketers here (or rather lack of) and the process involved in opting-out of such third-party targeting.

This news follows comments from Facebook CEO Mark Zuckerberg last month when he suggested that his company would be “improving targeting and relevance” of ad products that “aren’t just about links and text and images”.

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Social Media'

Darren McCarra is co-editor of The Sociable. He has a keen interest in photography, all things mobile, and writing about technology and social media. You can follow him on Twitter, Facebook and Google+.

More in Social Media


How Latin America reacts to Paris attacks on social media [Memes]

Tim HinchliffeNovember 23, 2015

Social media news filters dominate content as attention spans decline [Interview]

Emma RosserNovember 18, 2015

The Waiting Game: How People Planned a Night Out Before Smartphones Made Everything Easy

Guest ContributorOctober 29, 2015

A digital ‘magic looking glass’ for sharing updates from social hotspots to the conflict in Ukraine

Craig CorbettOctober 26, 2015
Modern business concept

Is Social Media Marketing Effective? Maybe Not As Much As You’d Think

Guest ContributorOctober 22, 2015
Twitter laptop

Twitter’s advice to marketers, “push while the door is open”

Piers Dillon ScottOctober 30, 2013

Facebook warnings everyone should know

Antonie GeertsOctober 29, 2013
sockies - Irish Social Media Awards

All the winners from the 2013 Irish Social Media Awards #sockies13

Piers Dillon ScottMay 30, 2013
Irish Social Media Awards

YouTube and HubSpot to award the best of Ireland’s social media #sockies

Piers Dillon ScottMay 13, 2013