Babar Khan Javed
Mar 29, 2018

Facebook locks out third-party data providers

Experian and Acxiom are among the numerous third-party data providers that Facebook will lock out of its ad targeting extension by winding down Partner Categories.

Facebook locks out third-party data providers

In a move to clean up its act, Facebook is cutting third-party data providers out of ad targeting by shutting down its Partner Categories. Experian and Acxiom are among the numerous third-party data providers that Facebook will lock out of its ad targeting extension, the company announced today.

"We want to let advertisers know that we will be shutting down Partner Categories," the statement says. "This product enables third-party data providers to offer their targeting directly on Facebook. While this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook."

Facebook's existing datasets include those provided by a user's activities and profiles and those provided by advertisers and agencies, including customer email addresses ported for custom audience targeting. These sources of data allowed advertisers and agencies to use Facebook for campaign targeting, while companies such as Experian and Acxiom supplemented those existing datasets for ad targeting, such as transactions occurring outside the platform.

At this point in time, it is unclear how Facebook's decision impacts pixel-based retargeting.

(This article first appeared on CampaignAsia.com)

Source:
Campaign India

Related Articles

Just Published

Premium
Instagram ditches 'likes': Pros and cons for influencers
Premium
1 day ago

Instagram ditches 'likes': Pros and cons for ...

Digital marketers across Asia welcome the move, but say it won't make waves in the industry.

Premium
Sunset at the Afternoon
Premium
1 day ago

Sunset at the Afternoon

Three decade old English tabloid announced its closure to employees yesterday

Premium
Weekend Wrap: 19 July
Premium
1 day ago

Weekend Wrap: 19 July

In the news: Games2win, Konnections, MG Motors, Oppo, Reebok, Resulticks, World Out of Home Congress

Premium
Weekend Watch: Axe collaborates with Martin Garrix for 'these are the times'
Premium
1 day ago

Weekend Watch: Axe collaborates with Martin Garrix ...

Watch the film conceptualised by 72andSunny Amsterdam here