how does 3rd part data work with facebook ads

Facebook Ads 3rd Party Targeting with Oracle Data Clouddid you know that you can create custom,audie

Updated on Jan 21,2023

Facebook Ads 3rd Party Targeting with Oracle Data Cloud

did you know that you can create custom,audiences for Facebook and Instagram ads,that are currently not available in ads,manager if not then this video is for,you as I will introduce to you Oracle,data cloud which is a Facebook data,partner that allows you to build custom,audiences that will drive better,performance than what you currently have,access to natively on ads manager hey,what's up you guys welcome to marketing,hustle my name is Zahra Sidhu and this,is where we simplify marketing so that,you can grow the digital influence and,more importantly your business now if,you're new to this channel then hit that,subscribe button as I post weekly videos,that break down marketing strategies,digital hacks and business insights that,I've gleaned in my career from corporate,advertising to freelancing and launching,and operating multiple agency style,businesses first off it's important you,understand the difference between,interests and behavior targeting versus,custom targeting using partner audiences,I have a video that breaks this down a,bit further but here's the short version,for example let's say you take 18 to 24,year olds online shoppers that we're,looking to target with our app now with,interest targeting you can target this,audience by selecting you know brands,that they might be interested in such as,online retailers let's say H&M forever,21 and as those which is a massive eat,tailor in the UK however just because a,Facebook or Instagram user is interested,in a brand does not mean that they,actually shop there or that they're they,have an intent to do so in the future,therefore advertising to them will not,get you the best ROI next let's talk,about behavior targeting although you,can target people who shop online,frequently and use other behavior,targeting parameters such as high,spenders once again you cannot correlate,that just because they have this,behavior that will lead that person,actually purchase from their brand now,with that said I want to introduce to,you to you guys custom audiences via,partner categories when you're on,Facebook Ads manager under the UI under,the targeting details sections of your,ad set creation process now these,audiences are provided by Oracle data,cloud which is a premium partner with,Facebook and provides access to over a,hundred and,and million households for targeting,purposes let's get more specific though,I want to give you an example of how you,could target using Oracle data cloud for,the above example of the 18 to 24-year,olds who we want to target with our,retail clothing ads by working with,Oracle data cloud you could request a,custom audience of shoppers who in the,last 30 days has spent let's say 20% of,their retail clothing shopping online,and even specifically from what brands,so let's say that you had three,competitors you would be able to create,an audience to target people who,actually shopped there within the last,30 days and spent a certain amount so,unlike interest and behavioural,targeting with custom audiences from,Oracle data cloud we actually know for a,fact that these users do have intent to,purchase so two things one how do we,know these data is reliable,so Oracle has an exclusive partnership,with Visa they are able to get data from,credit card transactions then match them,back to their household profiles and to,Facebook and Instagram users second,question how do you request a custom,audience from Morgan it's as simple as,sending them an email and in the,description below I'm gonna link you to,that email and you can just ask them for,an audience they can consult with you to,help you build that right audience now,is there free for this yes but you do,not have to pay anything upfront they,will mark up your CPM or your,advertising by 15 to 20 percent meaning,if it costs you six dollars to reach a,thousand users might cost you six,dollars and ninety cents to seven bucks,now you will have to test these,audiences to make sure that they do,increase performance and it outweighs,this increase in cost so there you have,it if you are already crushing it with,interest and behavior targeting then,consider taking your performance to the,next level for your ads with custom,audiences from Oracle data cloud that,have seen consistently outperformed,everything including a little egg,audiences hey guys,thanks so much for tuning in again to,market and hustle where we simplify,marketing so that you can grow your,digital influence and your business and,if you like this video make sure to give,it a thumbs up and subscribe if you,learn something new also make sure to,drop me a comment below and let me know,if there's any specific topics that you,would like me to talk about and I will,do my best to cover it with a strategy,or a breakdown style video until the,next time,peace

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How ads follow you around the internet

How ads follow you around the internet

This website for jeans just saved a cookie onto my browser.,That’s it -- a string of letters and numbers that form a unique ID to help the site remember me,The sites you visit do this too -- that’s what all those pop-ups are telling you.,Cookies actually make our online world possible.,But they also allow jeans to follow me around the internet.,That’s because cookies enable companies to band together,to track and remember everything we do online.,And they’ve become the center of a war for our personal data.,LOU: I'm Lou Montulli. And in the summer of 1994, I was the inventor of cookies.,In 1994, Lou was a 23-year-old working at Netscape, where they were building what would become,the dominant web browser of the decade.,LOU: The broad problem I was trying to solve was to bring memory to the web.,Every time you look at a different page, that's to the web server a completely different visit.,Imagine every time you add something to your cart and click away… it disappears.,Or each time you load a new page on Facebook… you have to log in again.,CLEO: Would it be fair to say that the experience of the Web before cookies was a little bit,like talking to Dory from Finding Nemo?,LOU: Yeah.,That Dory analogy is pretty apt here.,DORY: See, I suffer from short term memory loss.,MARLIN: Short term memory loss...,Cookies solved that problem.,LOU: So if in particular you were looking for a set of blue suede shoes...,With each new click, the site recognizes the unique ID from the cookie stored on my browser,and retains information like: what I put in my cart, but also often my location,,what else I click on, how much time I spend there, plus details I deliberately give it,,like my email address.,As I browse through the site, or even leave and come back, the cookies they added to my,browser will tell them I’m the same visitor, not a different one.,CLEO: Ok. So I should see that here, right? If I reload?,LOU: Yes.,CLEO: Hey! Wow.,LOU: Hey now! A lot of cookies there.,These are “first-party cookies”,and over the last 20 years, they’ve allowed us to live more and more of our lives online.,LOU: It was really a great feeling to see people create things that we had never thought of.,But one of those things was a way to track us wherever we went next -- like a news website,,or social media.,The same year Lou invented cookies, this appeared: the first digital banner ad.,Today, our online world runs on ads.,The buyers in this system are brands that want to sell products by placing ads in front,of people who might purchase them.,And then you have platforms and publishers with audiences of people to show ads to,,like Vox.,In between, you have middlemen dedicated to making sure the ads from the brands are delivered,to the right people.,Some companies play multiple roles.,Facebook and Google are the biggest players because they have huge audiences and,a huge amount of information they can use to target ads to you.,All these companies are incentivized to gather as much information about your online behavior,as possible.,But Lou designed cookies to be placed and retrieved only by the site you’re on,so these companies are also incentivized… to collaborate.,And one way they do that is with “third-party cookies.”,Take another look at this list of cookies that shoe store gave me.,This one, “fbp”?,That’s for Facebook, which also owns Instagram.,And this one?,That’s for Google, which places ads on tons of websites, including Vox.,Now this site can go to Facebook and Google and say, “show my ads to people you know,visited my site in the last month.”,And there I am.,What Lou didn't anticipate in 1994 was that websites would eventually be full of elements,hosted by third parties.,And those elements can save their own cookies on my browser.,Those cookies are created by the domain of the third party,,who can then access the data from the site you’re on,but also from every site you visit that uses those same third party elements.,This is tracking.,And it transformed our online world from one in which hundreds of companies,knew a small amount about your online behavior,,to one in which just a few companies can know it all.,Right now, this map of your activity is mostly used to serve you personalized ads.,But once it’s collected, there’s no getting it back.,In the last few years, some browsers have started to block third-party cookies by default.,Google’s browser, Chrome, gives you the option if you look for it.,This makes it more difficult for the middlemen to know,that the person who shopped for apartments on one site,and bought medicine on another,and looked for romance on another,are all the same person.,But companies incentivized by billions in ad dollars will always find a loophole.,They know you don’t want to block first-party cookies, because then many sites wouldn’t work.,So companies like Google and Facebook can give sites a piece of code that looks like,a first party cookie, but then sends all the data to the third party anyway.,Facebook calls their solution “Facebook Pixel.”,CLEO: Facebook Pixel.,"You can now use both first and third party cookies with your Facebook Pixel.","This will allow you to reach more customers and be more accurate in measurement and reporting.",CLEO: And what this reads to me as is, “Don't worry, people can't turn this off.”,LOU: Well, it makes it more difficult to turn off via third-party cookies, yes.,CLEO: How do you feel about the way in which companies like Facebook,have used the technology that you built?,LOU: I would say that the advertising-only business model has caused products to become,less good than they could be.,As long as these companies have a common goal of showing you ads for things you’re likely,to buy, they’ll be motivated to share information with each other… about you.,And some of their new methods may be even sneakier than cookies.,LOU: I've been saying this for a long time:,there are billions if not trillions of dollars at stake and,if we want to make substantial change,to the methods in which tracking and advertising is done,it's going to have to be done at a legislative level because otherwise,we're just fighting a technological tit-for-tat war that will never end.,Especially because the companies best positioned to win that war are the tech giants that already,have the most information about us, and have the most resources to find ways to get more.

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