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

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
SPN shows a heart-warming story of a blind Shane Warne fan
Premium
3 hours ago

SPN shows a heart-warming story of a blind Shane ...

Watch the film conceptualised by Scarecrow M&C Saatchi here

Premium
‘If WPP has a 50 per cent share in the market, there's a 50 per cent chance that we'll be talking to their clients’: Sir Martin Sorrell
Premium
3 hours ago

‘If WPP has a 50 per cent share in the market, ...

The executive chairman of S4 Capital caught up with Campaign India at the sidelines of a press meet in Mumbai

Premium
Google breaks silence on political ad stance
Premium
13 hours ago

Google breaks silence on political ad stance

The new policy will be enforced ahead of the UK's general election and the 2020 US election, and in the rest of the world in January.

Premium
Weekend Laugh: Producer's Diary by Dalbir Singh
Premium
13 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India