Facebook, a cookieless walled garden environment, will soon end the ability for brands to use third party data providers from offering audience targeting on its platform. This move is a direct response to the mounting Cambridge Analytica scandal.
Previously, advertising could use 'partner categories' to supplement facebook targets with additional data, such as purchase behavior, company employment and household income. Popular vendors like like Acxiom, Epsilon, Oracle, Experian and TransUnion pull these data segments from varying sources, including credit card companies and retailers.
However, starting Sept. 30, advertisers will no longer have the option to use this data to bolster their audience targeting. The only data they brands will be able to use are their own first party data and Facebook-collected data. This will directly affect businesses that lack customer data and CRM.
Facebook, however, will still work with third-party brokers for measurement purposes. For instance Facebook will still measure offline behavior via partnerships like Oracle Datalogix.
Although some advertisers will certainly need to rearrange their Facebook targeting, the affects of these changes will likely not be that great, considering the volume of data Facebook still enables for targeting.
The change is but one of numerous alterations Facebook has promised to make to secure its platform. By restricting the amount of data flowing in and out of Facebook, customers can expect a more secure experience.
Additional changes include Facebook temporarily blocking new chatbots and apps from launching on its platforms. Moreover, a number of privacy tweaks have been announced as well.
https://adexchanger.com/platforms/facebook-kills-off-third-party-data-for-targeting/
No comments:
Post a Comment