Facebook continues to make strides to tighten their data governance and targeting capabilities. We believe these changes, while adding layers of accountability, will ultimately yield a more consumer-friendly experience for the data and ad ecosystems. Although the changes with Facebook remain fluid and volatile, we’d like to share the current status of how they will impact your Facebook marketing campaigns.
Removal of Partner Categories
As of August 15th, 2018, Facebook customers are no longer able to create, edit, or duplicate campaigns leveraging Partner Category data. Since Resonate was not a partner in this program, we were not affected by this change as our audiences are only available to Advertisers to upload via Custom Audiences.
Resonate Data with Confidence
Resonate clients are heavy users of Facebook Custom Audiences, a feature that is getting a lot of attention from Facebook and the broader industry. In July, Facebook launched a new Custom Audience Permission Tool which requires acceptance of their Custom Audience Terms every time a new Custom Audience is uploaded into an Advertiser’s Facebook account for targeting. Advertisers are required to also share the origin of an audience's information when uploading a new audience - noting if it was collected directly from users, provided by partners, or some combination of both. To increase transparency to users in Facebook, Facebook will provide what information was used to reach them (email address or phone number) and the source of the information (if it was direct from an advertiser or with partners) via the “Why am I seeing this module?” on an ad.
In February 2019, Facebook will be adding to their “Why am I seeing this ad?” tool to further increase the transparency on data collection and origin. They will now be sharing when your contact info was uploaded to Facebook, who it was uploaded by, and if it was shared between partners.
Since Resonate does not share data from account to account with any agencies, advertisers, or partners as our mobile advertiser IDs are directly uploaded to an advertiser’s Facebook account, our use case would follow the example in the image on the right. It will show that [advertiser name] uploaded a customer list with your [mobile advertiser ID] to Facebook on the date this occurred. If the advertiser that uploaded the file to their account chose to share that audience with another advertiser account, that transaction will also be shown.
So why Resonate? Unlike DMPs who have no understanding of the origin of the data they broker; Resonate creates and curates a proprietary dataset directly. Resonate combines our massive double-opt-in survey with behavioral data to generate a high-quality dataset of 13,000+ consumer attributes in an anonymous, centrally sourced, and consumer-friendly manner. And the best part? You can activate Resonate’s full taxonomy of attributes via Custom Audiences directly in Facebook using mobile advertiser IDs. Rest assure, Resonate Data is developed with the highest standards of quality and in adherence to the DAAs self-regulatory principles. Our clients can execute with confidence and assurances with Resonate’s farm to table approach to data.