Oracle. Polk. Datalogix. Visa. Mastercard. Transunion. Income tiers. Travel habits.
The above is just a sampling of data removed from Facebook following the Cambridge Analytica scandal. Individual advertisers on Facebook had until August 15th, 2018 to save audiences that utilized third-party data, at which point any ability to duplicate, edit, or launch a new ad containing those audiences was prohibited.
Data partners have known this change was coming for quite some time, and already have agreements in place (approved by Facebook) to ensure their data can still be accessible to advertisers. The catch? The data will need to be purchased directly from the data providers moving forward.
How does this affect me?
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If you’re a dealership advertising with Friendemic already:
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- Other than increased transparency, you really should not see any changes. The services provided and pricing are not changing. Friendemic is a dedicated Oracle Data Partner and can access the same audience data as previously available. We will continue to utilize best practices in targeting the individuals you want to reach. You will see a new line item on your invoice clarifying that 15% of media spend will be set aside to provide the advanced targeting. Like Facebook previously did and as shown in the screenshot below, Friendemic will pay Oracle directly on your behalf to target those most likely to purchase, lease, or service their vehicles.
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If you’re a dealership advertising in-house:
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- The data restrictions mean that any ad you create or edit post-August 15th will not be able to have this advanced targeting. Connecting with a data partner may be possible, but the lapse time in running focused, targeted ads may also mean a greater loss in revenue for you over time. Reach out to a provider that is a confirmed data partner to ensure continuity in your targeting and strategy.
