Facebook has turned to outside ad targeting networks Datalogix, Epsilon, Acxiom, and BlueKai to boost targeting and reach for advertisers. It says the move will deliver better results and more effective campaigns.
It also means Facebook is moving beyond the ‘user likes’ approach for targeting. Partnering with these networks will help it expand beyond its own graph of strictly social media behavior, for example reaching users based on shopping habits on and off the internet. The expectation is better ROI for its advertisers.
To prove it, Facebook is circulating a couple of examples. Kingnet, a Hong Kong-based game developer, claims it reduced cost-per-install for its apps by 40 percent using Facebook’s enhanced targeting. A car dealership in Chicago says it had 24 times better ROI on its ad spend by building a Facebook campaign around the new service.
Facebook spelled out one way to take advantage of the new service in its blog, “For example, an auto dealer may 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. 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.”
Source Facebook
