Thanks to recently announced partnerships between Facebook and data providers Acxiom, Datalogix and Epsilon, marketers now have a greater degree of control than ever before when targeting their advertisements. These companies have compiled audience segments ready to be layered on top of the Facebook information-based targeting already available. These segments give marketers the ability to target based on the sites someone visits outside of Facebook, loyalty program memberships, household size, and more than 500 other criteria. With a billion-plus audience, Facebook has been attractive to marketers looking for broad spectrum coverage, and with these new additions, extremely detailed targeting is now a reality.
Facebook is testing out a new kind of ad targeting that matches offline purchases to Facebook profiles.