Today Facebook confirmed that it has partnered with select data vendors to give advertisers more options for targeting ads on the social network.
As reported by AdAge last week, Facebook will anonymously match data from consumer loyalty programs with member profiles in order to target ads based on offline purchases. For example, an auto dealer might 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 identify and reach that audience,” explained Facebook. “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.”
The four new partners — Datalogix, Epsilon, Acxiom, and BlueKai — already work with many of the world’s largest brands to target email marketing, direct mail, and other online ads. Now, the same data can be used to pinpoint Facebook Ads.
As an extension of its Custom Audience tool, Facebook believes this will further improve your ability to reach the right customers on the social network with more relevant ads. Over the next few weeks, the company will begin rolling this type of targeting out to U.S. clients with accounts managed directly by Facebook.
Eventually, self-serve advertisers will be able to take advantage through pre-defined targeting categories like soda drinkers, auto-intenders, luxury fashion-buyers, and more.