Facebook Launches 'Partner Categories' Targeting

Facebook has teamed up with analytics software firm Acxiom to launch a tool called 'Partner Categories', which will enable its advertisers to select and target specific audiences based on Acxiom's interest and behavioral data.

Partner Categories has been designed to help Facebook advertisers connect with people who are more inclined to buy certain products or services, as identified by Acxiom's portfolio of statistically-validated propensity models. For example, a car dealership could select an audience on Facebook which has an affinity towards a certain car brand.

The partners say the solution enables advertisers to select their intended audience once, then reach and measure that audience across social, digital, mobile, TV, print and e-mail. Personally identifiable information is anonymized and never shared between the advertiser and publisher.

Facebook Director Yvette Lui (pictured), comments: 'Partnering with Acxiom gives marketers a more accurate and effective way to reach the right groups of real people, which makes for a better ads experience on our platform. Targeting features like Partner Categories and Custom Audiences help make the ads people see on Facebook more relevant to their interests.'

Web sites: www.facebook.com and www.acxiom.com .