BPI Analysis: Here’s Why It Matters That Facebook Improved Individual Ad Targeting with Web Traffic Activity
Facebook recently announced that advertisers can now target users based on their individual web browsing activities off Facebook.
Prior to this announcement, advertisers had the ability to utilize web traffic data from their own website. But now, Facebook is opening the door to allow any advertiser to use additional external web traffic data to target individuals.
Nothing changes for advertisers when it comes to campaign set up. If we want to reach a likely Democrat, we still pull the same levers. But now the data we are using to target individuals is based off of data from people who “like” Barack Obama on Facebook, people who are talking about Obamacare on their friends’ walls, or people who are spending their time on liberal blogs. A person who shies away from talking about politics on Facebook is now identifiable based on their web activity off Facebook. Facebook is now looking at more data to determine who a person is and what ads might be more relevant to him or her.
But targeting based on web traffic activity is not new at all. Google has been doing it for a very long time, and they are transparent about showing users who and what you look like to them based on your web traffic activity.
Facebook is bridging a gap that allows advertisers to use data from off of Facebook to reach people on Facebook – a place they already spend their time online. And their saturation of the global market puts them far ahead of other online advertising platforms in terms of being the go-to platform for reaching consumers. It’s a smart approach that puts Facebook one step closer to becoming the most efficient ad platform not only for reach, but also layered precision and accuracy.