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. Digiday writes on Thursday: “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.” 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 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.” 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? Please respond in the comments section below.
Facebook is set to end its links with third - party data providers on 1 October , in a move that follows the Cambridge University scandal , after which the company did not take responsibility for the bugs which ad firms introduced into its system . Up to now Facebook has provided third - party data for advertisers , which used its own buying power through the Partner Categories option . Users how have a choice to join forces with third - party data providers through their own initiative , pay for Facebook ads , or gather the data themselves .