Facebook And IBM Team Up To Offer More Personalized Advertising

Facebook and IBM have partnered to help clients in delivering more personalized advertising. The two companies announced their partnership on May 6 and revealed that they have teamed up to integrate Facebook’s ad targeting technology with IBM’s tools, according to reports.

According to a report on CNBC, through this partnership, both the companies will bring in their strengths together to the business of data fueled marketing.

While IBM’s data analytics caters to well known consumer product brands, Facebook analyzes user behavior and preferences, reports Tech Times. The key strengths of both the companies will help in the creation of marketing campaigns and adverts for the customers, which are more personalized, as per the Tech Times report.

"Our clients have urged us to bring Facebook into the equation because it is so important," the CNBC report quoted Deepak Advani, General Manager of IBM Commerce, as saying. "Facebook is where consumers spend a lot of their time," the CNBC report quoted Advani.

The CNBC report also quoted Blake Chandlee, Vice President of partnerships for Facebook, saying, “We both want to connect people with brands. Our objectives are very much aligned. And we share quite a few major clients."

The partnership is aimed at combining data that marketers have on customers like purchase behaviour, call center inquiries and responses to a marketer's email campaigns with Facebook’s data that includes comments, likes and complaints, as per the CNBC report.

IBM’s data analytics will be then used to help brands or companies to communicate with finely targeted audiences on Facebook and the insights garnered from analyzing Facebook and other data should also enable companies to better target consumers in other marketing channels, mentions the CNBC report.

Facebook will be the first company to join IBM Commerce ThinkLab, a research and collaboration environment that allows companies to work with brands to boost their advertising, reports Computer Business Review.

In terms of outcome from this partnership, IBM aims to garner more revenue for its data commerce business whereas Facebook aims at getting better performing ads that can command higher rates, according to the report on CNBC.

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