Facebook Ad Targeting to Use Data From Outside Websites

It’s pretty impressive how Facebook keeps improving its ad platform–and its latest enhancement doesn’t disappoint. The company announced in a blog post earlier this week the company revealed it will use data gathered outside of Facebook to better target relevant advertising to its customers. From the blog post: “Today, we learn about your interests primarily from the things you do on Facebook, such as Pages you like. Starting soon in the US, we will also include information from some of the websites and apps you use.”

Facebook is quick to note that this ‘interest-based advertising’ is used by many companies. Here’s their example: “Let’s say that you’re thinking about buying a new TV, and you start researching TVs on the web and in mobile apps. We may show you ads for deals on a TV to help you get the best price or other brands to consider. And because we think you’re interested in electronics, we may show you ads for other electronics in the future, like speakers or a game console to go with your new TV.” Many companies ARE already doing similar advertising and the result is usually better targeted ads–which is a win for the advertiser AND the Facebook user. 

For those who prefer not to have that data used in targeting, Facebook is providing a way to opt out. “If you don’t want us to use the websites and apps you use to show you more relevant ads, we won’t. You can opt out of this type of ad targeting in your web browser using the industry-standard Digital Advertising Alliance opt out, and on your mobile devices using the controls that iOS and Android provide.”

But what does this mean for businesses advertising on Facebook? In my opinion it’s a homerun. Advertising dollars will be better spent since the targeting data will be more refined and more accurate. This will result in better ads — and better ad performance.

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