What marketing without the crutch of Facebook’s third party data will look like
With Facebook crisis op eds dropping left, right and centre, Victor Condogeorges provides a comprehensive guide to the reality of our post data-breach future.
Since Facebook publicly admitted to the Cambridge Analytica ‘data scandal’ which influenced an election back in 2015, there have been a number of changes happening in the advertising space for Facebook.
These changes have started to breach the background, with some changes that may impact the market dominance in the previously insurmountable duopoly they’ve held with Google.
I’ll list a few.
Word of the week: discombobulated
“Targeting has way more depth to it than just picking that segment and targeting it.”
You’re worrying and confusing a lot of people when you say that.
My understanding of what Victor is saying is that rather than: “targeting pre-defined audience segments with similar attributes to hit them with ads”, try “targeting the right context to understand who is your audience then learn to define them better”.
I agree, there are no true cookie cutter definitions of audiences and we need to shake this way of thinking about – and I’m glad it’s capitalised – PEOPLE.
This guy has hit the nail on the head
Partner Categories and third-party data never really performed well anyway. It’s a finger in the air approach. Best option for targeting is to go broad and use the Facebook pixel or algorithm to optimise to the right audiences in real-time. Machine learning. Do a split test in ads manager and I guarantee that your desired action will be more efficient. Aside from this advertisers can still bring their own data onto the platform.