Facebook's New Ad Targeting
Adweek and many other top digital news sources are talking this week about Facebook’s new addition to its ad targeting capabilities. By adding third party audience segments from some of the top data providers in the industry, Facebook is giving marketers the opportunity to target ads based on what people do when they AREN’T spending hours on Facebook. Adding shopping and purchase habits to the unique targeting options already available to social media marketers on Facebook adds another dimension to getting the message in front of the right audience.
I asked a couple of our digital and social experts for some commentary on this new feature.
“Taking the shopping data from the providers and encoding it so that neither party knows exactly who these individual users are on either side is a great way for Facebook to target without compromising the privacy of their users.” says our social media manager Korrie Moscato. This “double-blind system” has been popular in other forms of digital advertising and is just now coming to the social media giant, which has been working on this roll-out for the past year.
“Facebook started out with this revolutionary way to target with interests and likes,” says Mike Henderson a digital specialist in our St. Louis office. “Now they’re using what has been a targeting option in the rest of the digital marketing space for years.”