Check-in Data Being Used to Contextualize Ads on Facebook
We’ve seen this before…
Reputation.com says it’s ready to unveil a place where people can offer personal information to marketers in return for discounts and other perks.
Custom audiences is one of the most powerful features found in Facebook Ads. A custom audience is a set of “users” that you upload (usually in the form of email addresses) in a CSV or Excel file to Facebook. Facebook then looks at their users and tries to find the users in the set you uploaded to make a match. If a match is found, they place that user into the custom audience. From there, you can target any of your ad types specifically to this custom audience.
Let’s tie this to cookie data to make it interesting!
I thought of this story, revealed at Peterson’s murder trial which I occasionally attended, when a prominent data broker announced two weeks ago that it had begun selling locational information on license plates that have been filmed and identified. In recent years, police have also widely embraced license plate recognition to track suspected criminals.
Interactive Advertising Bureau general counsel Mike Zaneis confirmed to Business Insider that the adtech business has proposed that “we could possibly honor all DNT flags” if, in return, the ad businesses were still allowed to use anonymous, “de-identified” data for ad targeting. (See Zaneis’ full statement below.)
In case you missed it, downloading Jay-Z’s new app (to get his new album) requires you to share a lot of data:
It demands permissions, including reading the phone’s status and identity, which made some users, notably the rapper Killer Mike, suspicious: Does Jay-Z really need to log my calls? It also gathers “accounts,” the e-mail addresses and social-media user names connected to the phone. Those permissions are often part of a typical app package. This one got worse.
And it works exactly how you think it’ll work. Twitter wants to make sure that you know they will be respectful of your privacy though:
Many browsers, however, are beginning to block third parties as a default. And Twitter will respect that decision.
Techno-privacy wonks are laying yet another rail for Do Not Track. Mozilla, maker of the Firefox browser, has paired with the Stanford Center for Internet and Society to create a Cookie Clearinghouse. The project, still in a nascent stage, essentially will be two lists of domains — one that users’ browsers will permit to set cookies and one that will be blocked from doing so.
Come on guy, you can’t try to turn this into a positive thing:
So why is a cookie-less consumer a good thing? My favorite answer is that it enables us to think hard about marketing in the greater context of a multi-device consumer.
I’ve talked a lot on this blog about 2013 being the year that multi-screen starts trending in our industry. This article above is evidence of that.
The other options listed in the article are known solutions. The most interesting yet non innovative in terms of tech are the cookie co-ops. I wonder if someone can herd enough cats to create an entity with compelling size.
As I said when this first came out, this level of targeting is a game changer for a lot of industries.
The world in which marketers had no targeting access to Facebook users’ email addresses is a thing of the past that ended in September 2012 with the advent of “Custom Audiences.” The tool allows marketers to link Facebook marketing to emails, phone numbers, and Facebook UIDs of users who already established a relationship with specific companies off the social network.