Categories: Social Media

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”.

Albizu Garcia

Albizu Garcia is the Co-Founder and CEO of Gain -- a marketing technology company that automates the social media and content publishing workflow for agencies and social media managers, their clients and anyone working in teams.

Recent Posts

G20 South Africa commits to advancing digital public infrastructure globally

DPI involves giving everybody electricity & internet, making them sign up for digital ID, and…

6 hours ago

Nisum, Applied AI Consulting partner-up to turn the promise of AI into tangible results

Across industries, AI has been promised as the magic bullet, poised to solve different business…

22 hours ago

WEF blog calls for an ‘International Cybercrime Coordination Authority’ to impose collective penalties on uncooperative nations

How long until online misinformation and disinformation are considered cybercrimes? perspective The World Economic Forum…

1 day ago

With surge in AI-generated code creates security concerns, DeepSources launches trio of autonomous AI agents for DevSecOps 

Autonomous, AI-powered employees are set to begin roaming corporate networks sooner than expected, marking the…

4 days ago

As carcinogenic chemicals from cleaning products hit the headlines, Viking Pure Solutions is protecting employees from harm

Despite the ongoing fight to reduce, reuse and recycle plastics, when it comes to environmental…

4 days ago

Muddy Waters vs. AppLovin: Why Investors Might Be the Real Target

Muddy Waters’ recent short report on AppLovin reads serious. Abuse, violations, an impending takedown. But…

5 days ago