Facebook Ads Lose Third-Party Data on Oct. 1
Facebook ads require data that, up until Oct. 1, marketers can get from third-party data providers with whom the social media network partners. But on that date, Facebook will end its relationship with third-party data providers and marketers will be on their own in search of those providers. Here are some options.
“Previously Facebook had gathered this data for advertisers using its self-service ad buying tool and made the data available through its Partner Categories ad targeting option. After the Cambridge Analytica scandal, the social network decided it didn’t want to be responsible for the data that advertisers bring into its walled garden, so it eliminated Partner Categories and another Facebook-managed third-party data program.”
Marketers Can Partner With Third-Party Data Providers on Their Own
The Digiday article empasizes Oracle as an option, but there are many more third-party data providers. The article mentions that marketers will now know the true cost of the third-party data vs. the Facebook ads. That means they can know the true cost of the Facebook ad and, if they go the route of a different third-party data provider, they can know that exact cost, too.
Marketers Can Pay for Facebook Ads That Leverage the Social Network’s Data
Marketers have been using this option for a long time. Brands pay for Facebook ads using the social network’s knowledge about its user base because, well, the most popular social network has 2 billion consumer eyes on it. Chances are, this option will become popular with marketers who’d been using Facebook’s partners for third-party data.
As we wrote about a Reveal Mobile study on Thursday, “Facebook ads are so relevant to audiences because of hyper-targeting, that they’ll be 42% of holiday ad spend.”
Marketers Can Eschew Facebook and Strike Out on Their Own
Much as marketers did for GDPR, they can up their first-party data-gathering game. Customers respond to content and email marketing, as well as marketing on other social media platforms. If brands are already there, they can amp up those efforts to gain more customer data and market to their customers 1:1.
What do you think, marketers?
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