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

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Hello Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in