IBM Partners With Facebook to Improve Targeting
Facebook and IBM both have features that provide advertisers with behavioral insights about consumers. A new partnership combining them will result in more specific, relevant targeting.
Facebook and IBM both have features that provide advertisers with behavioral insights about consumers. A new partnership combining them will result in more specific, relevant targeting.
A new partnership with IBM will allow marketers to target more specifically on Facebook.
Facebook’s massive user base creates a staggering 2.5 million pieces of content every minute. Through features like Custom Audiences, advertisers will be able to take data gleaned from those posts and combine it with insights from IBM’s marketing cloud, creating “supernovas” of customer data. That deeper understanding of users’ interests, opinions, and expectations will allow them to serve the most relevant possible ads.
“The cornerstone of the partnership is to allow companies to take data they know about their customers – things like order histories and website behavior – and connect that into Facebook retargeting,” explains Jay Henderson, director of strategy for IBM Commerce.
For example, after identifying Facebook users who are specifically interested in long-distance running, a fitness retailer can segment its audience based on gear preferences – shorts, as opposed to leggings or pants, say – and climate. Someone in Miami isn’t likely to want performance fleece, for example. From there, the retailer can infer products of interest.
“As consumers, we all know what bad marketing feels like – it feels like spam and you start to ignore it,” Henderson says, adding that good marketing should feel like a service because it serves the right information at the right time. “This is a big step forward in helping brands move away from spam and deliver those personalized experiences that the customers are actually going to perceive as useful, as opposed to annoying.”
Facebook’s partnership with IBM is part of a broader relationship, where the social media juggernaut will be the first partner in the new IBM Commerce THINKLab. The THINKLab is a collaboration between IBM and brands, focused on developing new technologies designed to further personalize the customer experience.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceAfter testing over 30K image and video ads over the past year, Consumer Acquisition's Brian Bowman provides some interesting insights into how Faceboo...
View articleDuring a WHOSAY event, Chase CMO Kristin Lemkau discussed the bank's future as more of its own media company, as well as the evolution of the ad unit ...
View articleMarketers are increasingly prioritizing digital, which is expected to account for one-third of 2017's ad spend. However, there are serious issues with...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleWe all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in ...
View articleB2B marketers will soon have a new best friend in LinkedIn, as the professional social network is set to launch a number of powerful new ad targeting ...
View articlePreviously available exclusively to some of its biggest ad clients, Facebook will soon make Advanced Measurement available to all advertisers through ...
View articleLast week, PageFair released its 2017 Adblock Report, and the news was not good for publishers and advertisers. Read More...
View article