Facebook wants its audience data to replace the cookie

On Wednesday afternoon, Facebook announced its video advertising platform LiveRail will enable publishers to use anonymized Facebook user data to target ads on their sites and mobile apps. It will provide assurance that media buyers are indeed buying the audience segments they want to reach, making it an attractive proposition for publishers and brands alike, according to media executives. “Facebook knows what they have inside the Facebook ecosystem is infinitely more valuable than what’s out there currently,” said Jason Bateman-Nadler, digital marketing manager at advertising agency RPA. The move puts Facebook into increasingly competitive territory with Google, a leader in the ad tech space. LiveRail and its ingestion of Facebook data “makes Facebook an important operating system of the digital ecosystem, certainly being able to rival Google and their DoubleClick infrastructure,” said Dave Morgan, CEO of targeted TV advertising company Simulmedia. The post Facebook wants its audience data to replace the cookie appeared first on Digiday. Continue reading at 'Digiday'

[ Digiday | 2015-03-25 00:00:00 UTC ]
News tagged with: #media buyers #audience segments #attractive proposition #brands alike #media executives #digital ecosystem

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