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

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in