Facebook Adds Third Parties To Custom Audiences ToolBy: Chris Crum - February 28, 2013
Last fall, Facebook released its custom audiences tool for marketers. Now, they’ve expanded it to allow businesses to use Datalogix, Epsilon, Acxiom, and BlueKai.
Businesses that already work with these third parties can use the same info they have used elsewhere to create campaigns on Facebook. Facebook will work with these third parties to create pre-defined targeting categories on Facebook, so businesses will be able to target categories like “soda drinkers” or “auto-intenders”.
“We know that many businesses also work with third party partners to enhance their online and offline marketing in order to show more relevant ads, and so today we’re announcing that we’re expanding custom audiences to allow businesses to work with these third parties,” Facebook says. “For example, an auto dealer may want to customize an offer to people who are likely to be in the market for a new car. To do this many businesses work with third party companies to better understand who might be in the market for a new car.”
“As with the existing custom audiences tool, these select partners use a privacy and data-protective matching process,” the company says. “The process is specifically designed so that no personal information is exchanged between Facebook, marketers or third party partners. People will still have the same controls over what ads they see on Facebook.”
The enhancements will be rolling out in the coming weeks to marketers in the U.S.
Earlier this week, AOL announced that its Advertising.com customers can now access Facebook’s inventory.