I have one more point to make before I go: Facebook announced the partner categories relationship back in 2013, and five years is practically a lifetime in the digital world. Facebook is a mish-mosh of complex and sophisticated algorithms based on first and second party data, and 5 years is A LONG TIME… long enough to develop algorithms to model predictive audiences versus modeled data supplied by third party data providers. With that said, Facebook has announced that it will continue to measure ad campaigns against third party data in a way that doesn’t share personal data with these data partners like it did before, after October 1st 2018. So, now Facebook can still measure the effectiveness of its targeting algorithm against third party data, without sharing actual information with the data provider like it did before – helping Facebook continuously perfect its targeting algorithm without any of the side effects. And now the third party data provider can’t sell that shared information to anyone else either – Google, Snapchat, Twitter, or Pinterest.
Kinda makes you go “hmmmmmm,” doesn’t it?
Originally posted by me at: 3rd-party-data-targeting-facebook-never-ever-getting-back-carroll/