Facebook is now incorporating user behavior, such as “likes” or “shares”, on outside sites to better target with ads on Facebook. This is all in an effort to deliver a more relevant ad experience for the user.
What this means for marketers: Facebook gathering more and more data on its users and how they behave outside of their newsfeed and timelines will be very beneficial and possibly more lucrative for our clients and the industry. Facebook is gathering insights that will not only improve their 1st party data, but also allow for much better targeted ads. More advertising dollars can be allocated to support more robust Facebook campaigns, including video and the multiple newsfeed variations of ads. This will be most beneficial for e-commerce campaigns as it could result in less wasted impressions, higher CTRs, and higher ROI and conversion rates.
Insight by Colin Barbine