Facebook's Ending Partnership with Data Brokers | Response Mine Health

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Facebooks Ending Partnership with Data Brokers
Response Mine Health
Medical Healthcare Marketing Agnecy
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Overview
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CONTENTS
The Details
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The Outcomes
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1. Overview
Third Party Data Will No Longer Be Accessible to
Advertisers on Facebooks Ad Platform. On March
28th Facebook announced that it would be shutting
down the use of Partner Categories in their
advertising platform in stages over the next six
months. What does that mean for advertisers and
companies who rely on Facebook advertising? Well,
it depends on how much first party information
your business has on its customers and what kind
of Facebook advertising youre doing (or planning
to do its never too late to start).
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2. The Details
So, what exactly does shutting down the use of
Partner Categories mean? Essentially
advertisers will no longer have the option to
target ads to users based on information that
Facebook itself doesnt collect. Advertisers will
no longer be able to use information on offline
behaviors, collected by data brokers like Acxiom
and Experian, for ad targeting. This means the
change primarily impacts companies who rely on
information like homeownership status or
purchasing behaviors for ad targeting. But dont
fret. Because Facebook knows how what kinds of
posts users like and interact with, there will
still be plenty of options for ad targeting based
on interests and hobbies as well as any
demographic information users put into their own
profiles and accounts.
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3. The Outcomes
Companies that sell directly to their customers
(and collect customer information) will be
largely unaffected by Facebooks most recent
change. Brands like these often use customer
lists, custom audiences, and lookalikes to reach
users that have already interacted with them
online or instore often in retargeting
campaigns. All this first party information is
still usable in the ad platform as the company
itself provides it. Companies that do not sell
directly to customers, like car manufacturers, or
that do not have a lot of data on their customers
will feel the weight of this change. For
companies that relied on offline information to
build their ideal audiences on Facebook, strategy
changes will need to be made.
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3. The Outcomes
That being said, these companies still have
plenty of options with Facebook Advertising.
Using email addresses, companies can craft
customer lists and build lookalikes audiences,
giving them the opportunity to speak directly to
current customers and non-customers that fit
similar profiles. Demographic information on a
companys best clients lends well to creating
brand awareness campaigns. As Facebook continues
to update its custom audience offering, companies
will be able to build up more refined audiences
of users who have previously interacted with
certain ads the company has already
run. Facebooks changes will influence how
companies utilize ad targeting, but theres no
need to run for the hills just yet. If you want
to know more about how these changes may affect
your business Facebook advertising, or your
overall social media advertising strategy,
contact our expert social media team.
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Response Mine Health is one of the most
experienced medical healthcare marketing
agency. Since many years weve worked with
health, wellness fitness companies to provide
excellent marketing results. Being a 100 HIPAA
direct response advertising agency were more
than marketers trusted advisors. Instead of
departments, weve wholly contained teams
focusing on monthly operating ratios rather than
fixed budgets. Our main goal is to generate new
leads achieving high ROI for our esteemed
clients. We are just a click away, for more info
visit www.responseminehealth.com
Thank You