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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

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

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in