How to use first- and third-party data on Facebook

Marketing Innovation

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How to use first- and third-party data on Facebook

Marketing Innovation

You’ve probably noticed that Facebook has been making some changes. And if you haven’t, well, they’re updating their policies around how you’re able to use your first- and third-party data in their environment.

These changes might have you feeling nervous and wonder, how will this impact my work? How can I make sure my data qualifies? Facebook is a powerful channel, and their use of people-based marketing is crucial to their—and your—success. Much like Facebook, we believe in the importance of people-based marketing, and we are committed to staying ahead of data privacy trends.

That’s why we’re excited to announce updates to our standard Facebook Integration. This new integration allows marketers to:

  1. Continue using their first-party data on Facebook
  2. Source trusted and privacy-vetted third-party data from the IdentityLink Data Store to use in their people-based marketing campaigns on Facebook

Putting Privacy First

When Facebook first announced its changes, we immediately began working on a solution that would enable all marketers to continue to do people-based marketing on Facebook in a manner  comparable to what they’re doing across the open web.

For marketers who were using Facebook’s Custom Audiences and Partner Categories, LiveRamp’s Facebook Integration allows you to continue to use first-party data and high-quality third-party data to reach your most valuable audiences on Facebook.

The IdentityLink Data Store’s unique integration with Facebook Custom Audiences enables self-serve usage of trusted third-party data for targeting from over 40 offline data providers.

We’ve also updated our integration to comply with Facebook’s changes to Custom Audience targeting. With this, LiveRamp will ensure all data is in compliance with Facebook’s requirements around Custom Audiences, including specifying data origin.

While the specifics might be new, the practice is not for us. We’ve worked hard to build privacy-conscious practices into all of our products. By working with LiveRamp, marketers can ensure that they are keeping people at the center of what they do, both from a privacy and a marketing perspective.

LiveRamp, Facebook, and You

So while there’s a lot happening in our industry, LiveRamp customers have nothing to fear. Our commitment to privacy-conscious policies has served us well to lead the way in protecting your data and your customers’ data.

To learn more about using your first- and third-party data on Facebook, sign up for our upcoming webinar or read this one-page guide for more information. Existing customers can click here for more detailed information on these changes (login required).