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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Hey #VANESSAMITCHELL , It's an awesome article and here you have written in well rather than me, which I wrote on my #DigitalMarketingBlo...

Momenul Ahmad

Predictions: 9 digital marketing trends for 2019

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Thanks for sharing the strategies ! :)

Isabella Richardson

Marketing the most of martech for revenue and CX

Read more

Glad to be a part of this informative post... Thanks for sharing this useful info!!! It is very important to stay updated about the lates...

Aaron Alexis

Predictions: 9 digital marketing trends for 2019

Read more

What the hell is with the "He claims, he claims, he claims" nonsense? That's just not good reporting.

Armaan Alfares

Marketers aren't investing enough in direct response and customer data

Read more

Latest Podcast

More podcasts

Sign in