Facebook has recently revealed that they will be pulling the plug on Partner Data in May, this includes third-party data partnerships such as Acxiom, Experian, Oracle Data Cloud, Datalogix and others from its advertising platform.
The partner categories, let advertisers target customers based on behaviour that happened outside Facebook. The move will not affect the use of Facebook’s own user data or brands’ own user data.
This revelation comes after Facebook has suffered major scrutiny since the Cambridge Analytica scandal. Facebook is ploughing huge efforts into turning around its reputation by setting a new privacy and security standard.
What Are The Changes?
Facebook is phasing out the use of all third-party targeting capabilities, both private and public.
The public categories include behavioural targeting parameters such as purchasing, in-market audiences and more. It also includes household income targets, even though Facebook does not disclose the sources it uses for this data. Just about half of Facebook’s 1,200 targeting criteria come from third-party data sources.
Why Are Facebook Removing Data Partners?
Fuelling the removal of their data partners has mainly been down to the Cambridge Analytica exposure and GDPR.
The General Data Protection Regulation will go into effect May 25, 2018. The regulation is aimed at ensuring people have control over their personal data and that companies gain consent for data collection and sharing from users, among other things. GDPR is set to make the use of third-party data incredibly restrictive therefore, Facebook is taking action in order to comply.
Last month Facebook CFO David Wehner stated at an investor meeting “We’ll be compliant with GDPR when it goes into effect in May. It’s about how you design your product. We’ll walk EU users through a series of permission screens.”
Date’s Advertisers Need To Know
- May 10th: After this date, you will no longer be able to create or edit campaign using Partner Categories built on audiences from the UK, Germany, and France; however, they will be allowed to continue running until May 24th.
- May 25th: Facebook will no longer deliver to Partner Categories built on audiences from the UK, Germany, and France, and these targeting options will no longer be available for use on the platform. You will be notified to update any targeting containing impacted Partner Categories before this date.
- June 30th: Last day for creating new or editing existing campaigns using non-EU Partner Categories; they will be allowed to run until September 30th.
- October 1st: All other Partner Categories will no longer be available as targeting options and Facebook will stop delivering to these audiences. You will be notified to update your targeting by this date.
It’s unclear what these changes within the Facebook advertising platform will result in for businesses organic and paid social strategies. To find out how we can help you with your social media marketing objectives, get in touch here.