Facebook have announced they are shutting down Partner Categories Targeting so their data will no longer be available for targeting in Facebook ads.
What does that mean?
Companies like Experian, Acxiom and Quantium have provided their data to Facebook for a slice of the revenue generated by the use in Facebook ads. This data allows specific targeting of, for example, buyers of commercial vehicles or income brackets. This is “common industry practice” however in light of the recent privacy concerns at Facebook they have decided to wind it down over the next six months.
In practice we’ve found this targeting technique to get results but certainly not the best performing potential audience.
Bottom line, these audiences are still on Facebook – you just need to find them by profiling your audience and implementing effective split testing.
Talk to us about how we can find, nurture and convert your audience!
