Facebook has reworked the requirements for its Custom Audiences ad program, requiring brands to agree to data-collection terms before they are able to buy ads.
Third-party vendors like Acxiom, Oracle, and Epsilon that were booted from the ad program formerly known as Partner Categories in March can continue to work with brands to supply data, but they must work directly with advertisers to suss out data-agreement terms.
At the same time, Europe’s GDPR has put new scrutiny on tech companies like Facebook and the new rules downplay Facebook’s data for ad-targeting purposes.
A few months ago, Facebook kicked several major third-party data vendors out of its ad platform, all in the name of protecting consumers.
But quietly those data giants, including Acxiom, Epsilon and Oracle, have found a way back in – that is, if big brands will vouch for them.
The social networking giant has quietly rolled out a new set of rules for how advertisers use data for targeting that squarely puts the onus on brands to make sure that they’re using data responsibly.
Facebook is essentially saying to its big advertisers: fine, if you really want to work with third-party data vendors to target people with ads, you can. But you have to use our existing ad tools to do so. And it’s on you to make sure you have all the consumer consent you need.
Facebook used GDPR as an excuse to push out third-party data firms. But brands can still work with them
In March, Facebook shocked many in the industry when it shut down its Partner Categories program.
That program allowed advertisers to tap into targeting criteria collected by vendors like Acxiom, Epsilon and Oracle, which feed data into Facebook platform to serve ads to specific groups of consumers.
Much of that data was collected via credit cards, loyalty shopping cards and other mechanisms. And Facebook said given the climate following the rollout of the huge European privacy regulation GDPR that it needed to crack down on the use of third party data.
Vendors like Acxiom felt blindsided, as did many major consumer brands, which rely on this data to track the impact of their ads.
And while that program will formally end in October, brands have a new loophole if they want to work with those firms.
Brands can used data from major third parties, as long as they take full responsibility
A few weeks ago, Facebook announced the launch of a new ad option for Custom Audiences, Facebook’s large ad program that lets brands upload their own sets of data and hash it with Facebook’s own data to create audiences of people for ad targeting.
The changes began rolling out on July 2. Now, Custom Audiences requires advertisers (and notably not data providers) to agree that their data was collected through proper consent by checking a box within Facebook’s ad-buying software before they are allowed to purchase ads.
If brands choose to work with third-party partners like Acxiom or Oracle to provide data, they must hammer out data agreements on their own with the data …read more
Source:: Business Insider