As a result of some key partnerships that Facebook announced on
Wednesday of this week, they will soon be able to target their ads based on a
person's offline shopping habits.
Data mining firms such as Datalogix, Acxiom and Epsilon have signed
a deal with the social media giant which will see them sharing their records
about customer's offline purchases to Facebook's
Custom Audiences product. In addition, Facebook is also working
with BlueKai "as a marketing data platform to bring a brand's first party
site data to use for targeting on Facebook". Facebook Custom Audiences saw
a release in August 2012 and lets advertisers identify users by their Facebook
ID, phone number or email address (for example, Pizza Hut online customers could
be found and targeted).
While Facebook advertising continues to blur the lines between being a
monetary source for the company and removing the privacy of their users,
Facebook were quick to elaborate that only pre-defined targeting categories
will be available such as “soda drinkers” or “auto-intenders”.
“For example, an auto dealer may want
to customize an offer to people who are looking to buy a new car. To do this
today, many businesses work with third parties to better understand how to
identity and reach that audience. With today's updates businesses can now do
this same thing by showing ads to people on Facebook who may be in the market
for a new car.”
Facebook also stated that they will not be sharing personal information
about users with marketers and the option is always there, as with all other
Facebook ads, to opt out at any time.
- Luke
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