Upside-Down Thinking by Patric Fransko
by Patric Fransko
June 8th, 2016

You Can’t Hide From Facebook

Frankso FB Blog

Facebook’s goal is to reach everyone who has a computer.

By now, everyone should see the benefit of having your business on Facebook. With more than 1.65 billion active users, no other online platform even comes close. Up until now, the only place that Facebook could reach you with advertising was on their platform or by using Facebook Audience Network. The second option allowed advertisers to reach a user even if they were not on Facebook at the time via third party websites and mobile apps.

Well, now there’s no more hiding. Facebook just announced that it will use a variety of methods to identify non-Facebook users and then use patterns from its large database to help advertisers target them with relevant content. So, even if you don’t have an account, they can use the data that they have about current users to make logical guesses about your preferences and advertise to you.

In the Wall Street Journal article Facebook Wants to Help Sell Every Ad on the Web, Andrew Bosworth, vice president of the company’s ads and business platform said, “Our buttons and plugins send over basic information about users’ browsing sessions. For non-Facebook members, previously we didn’t use it. Now we’ll use it to better understand how to target those people.”

An example of this might be that a non-user would visit a home improvement website and then follow that with a visit to a website about cooking. Facebook could take that information, as well as the information collected from their users, and assume the person is considering a kitchen remodel. It could then target that person with appliance and contractor ads as they navigated the other pages.

This is called “look-alike” targeting, and while other companies employ these methods, Facebook officials believe their data gives them an advantage.

Bosworth states, “Because we have a core audience of over a billion people who we do understand, we have a greater opportunity than other companies using the same type of mechanism.”

This means you now have the ability to target potential customers both on and off the platform, at a level previously impossible. Facebook has the best database in existence. It is more accurate and more up-to-date than anyone else could hope for because users keep it updated as they interact online. As a business owner, you can use this data to target your audience at an extremely granular level.

Delivering tailored content to a specific audience at the perfect time is something about which most marketers dream. Well now, thanks to Facebook, that dream appears very close to becoming a reality.

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