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Huge News - Facebook will no longer allow third-party data for targeting ads

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by reverson, Mar 29, 2018.

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  1. reverson

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    Has anyone heard about this?

    https://www.theverge.com/2018/3/28/...r-categories-ad-targeting-cambridge-analytica

    Facebook will be shutting down ad targeting options that most of us car dealers use - Oracle, Epsilon, and Acxiom.

    How will this affect the performance of ads and therefore dealers’ already reluctant willingness to allocate budget to Facebook?

    Seems like a huge over reaction to the Cambrydge Analytical “scandal”
     
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  3. Alexander Lau

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  4. AdamMurray

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    Just finished commenting on another thread about this. Huge news and could really kill the hyper-targeting that made FB ads so efficient and successful.

    As I stated on the other thread, though...the press release said this was going to happen over the next 6 months. That's a long time to let this storm blow over and either bring it back under a new name or find/develop a new aggregating technique.

    Agree wholeheartedly this is a huge over-reaction. Would you rather have targeted ads served up that could help with your specific shopping needs or go back to the days of unencumbered ROS spam?
     
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  5. Alexander Lau

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    FB was a walled garden anyway - where's all that $$ going to go now, eh? They have no soul - how can they tell a 'vunerable' practice?

    Watch what Wall St. does - that will be the tell. They were already losing the bottom end of their audience. If they shut down, then they must believe the patient is in life threatening condition.

    Do you suppose that this is why Zuckernerd built walls around his compound in Hawaii?
     
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  6. reverson

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    I believe most agencies will just shift to buying the data directly through sources like Oracle and then upload it as a custom audience instead of being able to acquire it directly through Facebook's partner category. So for the average dealer it affects their ability to run certain types of ads effectively and may push them down the agency path.

    Facebook definitely seems to be doing this solely to save face and for positive PR, knowing that it won't hurt their revenue from their larger advertisers because they can still acquire the same data elsewhere.
     
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  7. Alexander Lau

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    Well, let's see how this all shakes up and what options are available. I give these guys about 18 months, before the wheels start completely falling of the wagon.
     
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  8. Jeff Kershner

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    I've been a fan of Oracle data. It's done very well for is. So are they saying this is on the out? That would really suck!
     
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  9. reverson

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    Correct, they will be phasing it out over the next 6 months. You'll have to get the Oracle data directly from Oracle now which is out of the reach of most smaller advertisers.
     
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  10. Alexander Lau

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    It's going to be a matter of how it's applied. You'll need to get it from Oracle or some source, upload it yourself as a custom audience, rather then through their partner program. Actually, as @reverson@reverson put well.
     
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  11. Adam Schaefer

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    In my experience, most third-party data segments tend to perform worse than Facebook's internal data. All things being equal, the worst case scenario is that Facebook's CPM will go down due to their ads becoming less effective/valuable.
     

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