Facebook Fuses Disparate Data for Deeper Targeting

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Facebook is combining what it knows about its users’ behavior and activities on Facebook and off, with the help of data brokers like Acxiom, Datalogix and Epsilon. Brands can now target users based on their activity outside of Facebook, across desktop and mobile channels, and offline entirely. With this latest change to its arsenal of ad products, Facebook is trying to gain more pull with large advertisers in particular, as it pieces together more actionable data such as shopping patterns, email lists and loyalty programs on its users.

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