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Facebook to help advertisers target customers through offline purchases and other habits with new data partnerships

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By Gillian West, Social media manager

February 28, 2013 | 1 min read

Facebook has confirmed reports made by Ad Age last week announcing it is to partner with Datalogix, Epsilon, Acxion and BlueKai to offer more targeting options to advertisers using the social networking site.

Part of its Custom Audiences tool, data from consumer loyalty programmes and other sources will be anonymously matched with user profiles in a bid to target ads through offline purchase habits and other attributes.

In a similar style to Facebook’s broad category targeting, predefined targeting categories, including “soda drinkers” and “auto-intenders”, will be available for advertisers to target their selected audience. Data from third parties that many advertisers already work with will be included with this targeting information.

At present the targeting will only be available in the US to clients who have accounts managed directly by Facebook; plans are in place to open up the service to self-serve advertisers in due course.

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