Facebook announces data partnerships to help advertisers target users by offline purchases and attributes
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Facebook today announced partnerships with data vendors Datalogix, Epsilon, Acxiom and BlueKai to give advertisers more options for targeting ads on the social network, confirming an Ad Age report from last week.
As part of an expansion of its Custom Audiences tool, Facebook will anonymously match data from consumer loyalty programs and other sources with user profiles in order to target ads by offline purchase habits and other attributes. Advertisers will be able to select from a number of predefined targeting categories, such as “soda drinkers” or “auto-intenders.”