Facebook wants to make it possible for its advertisers to target their audience. It is even trying to make a link between the profile of its users and their purchases, which would make it possible to have a diaper producer for example place an ad on the page of someone who recently bought some baby supplies.
Fidelity card linked to Facebook
The whole thing is based on the linking of databases. People who register for a fidelity card often give their e-mail address. The same has to be done to register for Facebook, which makes a connection between the two fairly easy.
Facebook is working with data specialists Acxiom, Datalogix and Epsilon for this. Datalogix worked with Facebook before to research to what extent an ad on a social network leads to the purchase of a product or a service.
Revolution in Facebook marketing?
The new plans of Facebook are an expansion of the current offer. Currently the social network gives the option to show ads only to people within a certain target audience. That can go from simple characteristics such as age or location, to more specific criteria, such as fans of a certain brand. Those will now be expanded with data of real purchases.
It is still to be seen if the new advertising possibility will be a success and if it does not clash with the current laws on privacy.