Epsilon

Facebook Doubles Partner Categories

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Facebook introduced partner categories in April, allowing brands to target ads to users by category, such as “auto intenders” (users whose behavior indicated interest in purchasing a car) and “soda drinkers,” based on their activities both on the social network and elsewhere on the Web, including mobile and even offline. Now the number of partner categories has doubled.

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Investing In Business Users Will Make Or Break Facebook’s Future

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Facebook is more than a social networking site; it’s a business with many complex features working together. Once a small website (for only Harvard University students), Facebook has long since shed its small-town ways for bigger, flashier effects in the horizon. Facebook now combines the best of social networking tools and online marketing tactics to create a single platform that is attractive to both users and businesses, and it is only getting started.

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For Facebook Ads, How Targeted Is Too Targeted?

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It’s no secret that Facebook in recent years has become a data company. The more data Facebook has about its users — such as gender, education, likes, and location — the better it can serve targeted ads. But Facebook has to strike a cautious balance with regard to targeting. Whereas many users see ads that are wholly irrelevant, many others feel that Facebook can be too invasive when it comes to advertising.

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Facebook Expands Custom Audiences With Datalogix, Epsilon, Acxiom, BlueKai

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A report last week that Facebook was testing a new type of targeted advertising, along with several third-party partners, which would allow brands to market to users based on items they have previously expressed interest in while surfing the Web was confirmed Wednesday with the social network’s announcement on its Facebook Studio blog of the expansion of its custom audiences offering with data-centric partners Datalogix, Epsilon, Acxiom, and BlueKai.

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