Facebook provides businesses with several ways to upload+link external data about consumers to FB profiles in order to find, profile, target, exclude, persuade, manipulate, and annoy people on the platform.
Thread with some updates on third-party data brokers & custom audiences:
Thread with some updates on third-party data brokers & custom audiences:
A week ago, FB announced to stop providing "partner audiences" powered by third-party data brokers such as Acxiom, Oracle, Experian and Epsilon. Details here:
Then, FB announced to somehow restrict 'custom audiences'.
Here's a summary of how businesses can upload+link all kinds of data about customers and real-time behavior - captured across websites, apps, devices, and services - to Facebook data:
Here's a summary of how businesses can upload+link all kinds of data about customers and real-time behavior - captured across websites, apps, devices, and services - to Facebook data:
Article on further changes planned:
digiday.com/marketing/face…
'Managed custom audiences' are a special version managed by data brokers such as Acxiom. I guess the 'audience data providers' mentioned are simply the data brokers that also provide data for 'partner categories'.
digiday.com/marketing/face…
'Managed custom audiences' are a special version managed by data brokers such as Acxiom. I guess the 'audience data providers' mentioned are simply the data brokers that also provide data for 'partner categories'.
Of course there will be still ways to use 3rd party data on FB, but yes, Facebook tries shifting liability+responsibility more to the third parties.
Anyway, data business reps are worried: 'If everybody’s plugging through this with loopholes, do they just close it off entirely?'
Anyway, data business reps are worried: 'If everybody’s plugging through this with loopholes, do they just close it off entirely?'
And yeah, restricting the use of data from all kinds of sources on FB gives other data industry players less control & makes the platform more a 'Walled Garden' for marketing surveillance. However, as this business rep states, medium-term it might also weaken Facebook's position.
This Bloomberg piece sees it differently. It sees consumer data brokers such as Acxiom and Oracle as the "first victims" and as "scapegoats in Facebook’s effort to win back goodwill after its privacy flub".
bloomberg.com/news/articles/…
...nearly brings tears to my eyes!
bloomberg.com/news/articles/…
...nearly brings tears to my eyes!
As I see it, with regards to uncontrolled and ubiquitous commercial digital profiling we have two main issues:
1) powerful platform giants like Google/FB
2) distributed surveillance capitalism consisting of a wide range of data+analytics firms *and* businesses in many industries
1) powerful platform giants like Google/FB
2) distributed surveillance capitalism consisting of a wide range of data+analytics firms *and* businesses in many industries
We need strong privacy rules for both. The wild west of personal data misuse must end, companies must be held accountable. While not perfect, GDPR and ePrivacy are such efforts. Even if it benefits the platforms in part, it's ok. We must crack down on them anyway, beyond privacy.
