Buh Bye Facebook Partner Categories
September 11, 2018
September 11, 2018
Adam Arkfeld with ParaCore. In a previous video that I released, I talked about Facebook shutting down partner categories. And to some people this may not seem like a big deal, but these are used pretty extensively in the paid ads advertising. So I wanted to go over how you can determine if your ads are going to be affected by this partner category shutdown which is essentially happening in the next couple months. I think they said June or the next six months.
They said over the next six months and this articles on March 28th. So, if you read this article it says “we want our advertisers to know that we’ll be shutting down partner categories. This enables third party data providers to offer their targeting and while it’s common we believe winding down in the next six months will help improve people’s privacy.” This is all related to Cambridge Analytica, the recent scandal with the data and that data being used inappropriately. So Facebook is taking this as a protective measure.
Now, if you run any type of Facebook ads, you might be wondering how this affects you. And that’s a great question. So I’m going to pull up an audience builder here. This is a standard audience builder. Just a clean one, nothing exciting whatsoever. And the partner categories take place down here at the bottom. And there are a few that show up fairly easily and more straightforward.
So automotive, for example, uses quite a few partner categories. And what you’ll see is that when you hover over this and it shows the description of the categories. So this is motorcycles, people interested in a new motorcycle. It says partner category based on information provided by Oracle Data Cloud, Multisourced, US consumer household info, blah, blah, blah. So this is pulled in from a variety of different data sources. A lot of the auto categories fall into that and when you scroll down here to the bottom, under more categories then check out partner categories by request, you’re gonna see quite a few targeting mechanisms that you may have just picked up inadvertently by searching.
So this says 10 to 49 employees. This is a partner category based on Oracle Data Cloud. If you just search in here company size, you get these different company sizes. So you may not even realize that you’re really using a partner category. Maybe you do, but you’re just getting there a different way. So here, this is gonna show us that we are in a partner category. I’m gonna undo this. I don’t know how that got there. We’re gonna see this as a partner category. So just by searching and finding different things, you might be using them already. And we actually use the company size one quite extensively. And there are a couple others that are very common as well. So you have seniority. So you have executive or C Suite. Buyer profiles give moms or travel. So for examples, moms of grade school kids, new moms, stay at home moms. These are targeting mechanisms that have been used quite extensively over a long period of time. So travel, you know, if you’re interested in casinos, cruises, family vacations. All of this sort of stuff.
So, if you are running Facebook ads and you want to check and see if any of the partner categories are going, if the partner category shutdown is going to affect you, you can jump in and start looking at some of those interests that you’ve targeted. So, if you have any questions, please let me know. Adam from ParaCore. Thanks, have a good day.
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