Facebook wants its audience data to replace the cookie

Its latest move to establish itself as the source for ad targeting data across the Web is an announcement today that LiveRail, the video advertising platform it acquired for around $500 million in July 2014, will enable publishers to use anonymized Facebook user data to target ads on their sites and mobile apps.

Making Facebook data more broadly available could reduce ad fraud, added Morgan. “When you’re targeting on data from real people, you are by definition not targeting just on lookalike data, which could be robot traffic,” he said.

All this value for marketers — more precise targeting, fraud reduction — could yield higher prices for publishers on their video and display inventory.

via Facebook wants its audience data to replace the cookie – Digiday.