David Gitonga (DavGit)
I have always wondered which of the two is the best medium for advertising; Google or Facebook. Turns out that while Google definitely knows the Web better than Facebook, the social network has more data about people interactions with brands. In other words, Facebook knows what you like about a brand making such interactions more meaningful as opposed to simply knowing what you search for.
Facebook however is taking this a step further and allowing marketers to target users across desktop and mobile channels and offline entirely, based on their activity outside of Facebook. We have known for a long time that as long as you are logged into Facebook, the social network is able to monitor which pages you visit without clicking the ’Like’ button as long as these elements are on those web pages. By making this deep data available, Facebook may be trying to gain more pull with advertisers.
Facebook acknowledges that this type of data for targeting outside of Facebook is already in use by many companies.
By taking cues from the industry at large, Facebook is able to target very specific audiences and this granularity will make it even more valuable to advertise with Facebook. By working with its partners, such as Datalogix, Epsilon and Acxiom, these data brokers will provide this user-based data to provide a pretty rich and robust approach to advertising. While advertisers will not get personal information from Facebook users, they will only see a larger target audience.
As Facebook continues towards the goal of more granular ad targeting, we can expect to see more ways of using big data which should make ad targeting even more relevant. This will further enhance the relationship between audiences and the brands they follow, both inside and outside of Facebook.
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