This is pretty huge for Facebook advertisers. When looking at advertising ROI data, there’s generally been a trend and acknowledgement through various studies that the more you can can target your ads, the better the ROI. The ads are basically more relevant to the audience and get a better return.
When Facebook gives businesses the power to match a users profile with other data that the business owns — all of sudden there is a match up between social media and other marketing circles.
Think about Target. Their data collection tactics are pretty revolutionary - they collect data on consumers through their loyalty cards or any credit card used multiple times at the store or through data bought from a 3rd party. Correlating all this information means they can do things like predict when a person is pregnant (even before the parents knew) and send them ads about baby products.
Now, companies like Target will be able to do all that on a consumers Facebook profile too.
Apparently, businesses won’t get access to additional data and Facebook won’t be able to see what the businesses upload. However, it does give businesses another option in social media advertising and encourages them to continue building their databases to connect social media with other marketing spheres.
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