Facebook letting advertisers take a deeper look at users' posts

Facebook will provide a new pipeline of data to select marketers

A Facebook ad exec drew up this whiteboard to lay out the company's various ad products and vision, at Facebook's headquarters on Dec. 10, 2014.
A Facebook ad exec drew up this whiteboard to lay out the company's various ad products and vision, at Facebook's headquarters on Dec. 10, 2014.

Next time you start a conversation on Facebook about that new shirt or watch you bought, you might be unwittingly delivering juicy feedback to the retailer.

Facebook plans to start funneling more of its data on users' activity to marketers, to give them a better sense of what people think about their products, and better identify the types of people who are talking about their products.

This pipeline of data, which Facebook calls "topic data," is being developed in partnership with DataSift, a data analysis company that looks at everything from social posts to news and blogs. Starting out, a select number of marketers that work with DataSift in the U.S. and the U.K. will gain access to the data, Facebook said on Tuesday.

This type of Facebook data has previously been made available to marketers by third parties, but it offered only a limited view of what people were saying and of their demographic details.

Now, advertisers stand to gain more useful information that could inform how they structure their advertising campaigns, both on and off Facebook.

With the data, a company that makes a hair de-frizzing product can see demographics on the people talking about humidity's effects on their hair, Facebook said. Or, a fashion retailer can see which clothing items its target audience is talking about to decide which products to stock.

Facebook already offers sophisticated tools to marketers to let them target their ads to users based on, among other things, their "likes," interests, location and demographic information.

Topic data, in contrast, cannot be used by marketers to target ads directly. Rather, it's designed to provide guidance for marketers, Facebook said.

The data will be anonymized and aggregated, Facebook said, without any personally identifying information. Activity within Facebook's Messenger app won't be included, the company said.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in