Facebook mines for offline data on users in new partnership as it looks to grow local ad revenue

July 21, 2015 12:18

Easton

Facebook has struck a deal with three offline data providers in a bid to offer advertisers deeper consumer insights, as the social giant seeks to continue its sustained growth in ad revenue locally.

The social giant has recruited Quantium, Experian and Acxiom as it looks to marry up its users’ offline habits with its trove of online information and allow advertisers to better target their campaigns using the new Category Partners offering.

Media agency spend data shows Facebook’s revenues from them grew more than 70 per cent last year, with suggestions this new play is an attempt to further eat into Google’s online ad spend dominance.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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