Lately it seems as though the online advertising trend is to be as targeted as possible. Marketers are constantly trying to find out key information about their potential consumers in order to target them better. After all, the more an advertisement relates to your life, the more inclined you are to click on it!
Facebook realizes that they are sitting on a mountain of demographic and psychographic information. Facebook users post everything from where they attended school to birthdays to favorite brands. This information is a goldmine when it comes to marketers looking to sell products.
Late last summer, Facebook launched Custom Audiences, a program that allows marketers to send target ads to existing customers who are on Facebook. Now Facebook is updating the program (don’t they always?!) to include ads going to customer lists from third-party companies. Companies like Datalogix, Acxiom, Epsilon and BlueKai are among the first who will receive this privilege.
What does this mean for marketers?
First, if an advertiser is already working with one of the four companies mentioned above, they are able to take advantage of the program. Second, Facebook will extend the program to some of the top U.S.-based clients. In short, this will take data-driven marketing to a whole new level and allow even more brands to take advantage of targeted ads on Facebook.
What does this mean for consumers?
Privacy is always a huge concern for Facebook users, as it seems like information is regularly leaked by the social media site. A Facebook spokesperson did say “Facebook users will be able to opt out of the third-party data targeting through Facebook’s Help Center.” This means Facebook users will automatically be involved in third-party targeting if they do not opt out. If users don’t opt out, they will likely see advertisements that are targeted more specific to their interests.
What do you think of these changes? Is targeted advertising the best option for marketers and the consumer?
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