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IBM, Facebook Partner on Big Data for Contextual Ad Targeting

IBM, Facebook Partner on Big Data for Contextual Ad Targeting Image Credit: IBM

Facebook and IBM Commerce this week announced a partnership to help business run more targeted advertising on the world’s largest social network. IBM’s marketing cloud clients can now utilize Facebook’s powerful ad capabilities such as Custom Audiences, along with IBM’s deep analytics and design features to create meaningful experiences for their customers across applications, devices and time. 

Using IBM’s new Journey Designer, brands can create personalized customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded. By combining Facebook’s ad technologies with IBM's Journey Analytics, brands can more accurately determine which groups of customers are among the 1.44 billion people active on Facebook and establish correlations in aggregate between their interests and interactions across multiple channels. 

IBM also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalize customer experiences. 

For service providers who leverage Facebook for their advertising campaigns, the solution will enable them to reach out more effectively to their target markets. Anthony Behan from IBM wrote in Insights on Business saying that "Telcos buy ads on Facebook all the time. They do so on the Facebook ad platform, which allows you to model certain data such as likes, comments and complaints, in order to segment and target those ads. This new collaboration will allow Telcos to match online data from the Telco website – such as browsing patterns, searches, and visit frequencies – to become far more targeted and specific. The value of each impression becomes much higher as a result."

Blake Chandlee, VP of Partnerships for Facebook
Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab. We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.

Deepak Advani, General Manager, IBM Commerce
Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty. Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.

Author

Ray is a news editor at The Fast Mode, bringing with him more than 10 years of experience in the wireless industry.

For tips and feedback, email Ray at ray.sharma(at)thefastmode.com, or reach him on LinkedIn @raysharma10, Facebook @1RaySharma

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