When FB did the deal with Datalogix, there was a lot of misunderstanding about it. In fact, most people mistakenly said it was about targeting, when in fact it was about attribution and ROI on the backend. This blurb from business insider gets it right, although it doesn’t necessarily have to be ads that were targeted using advertiser’s own data. I’ve run these sort of programs before for many years for another big media property and the ability to show ROI is valuable when it comes time for the advertisers to renew.
Basically, advertisers use their own offline data, via Datalogix, to target potential consumers with ads on Facebook. They then compare the sales results from that campaign with a control group who saw none of the advertising. The statistically significant difference can be attributed to the Facebook advertising, he says. Datalogix has run 50-plus campaigns on Facebook, Roza told Business Insider recently.