The advertisement tech platform Kenshoo announced upon Monday it has partnered with marketing and advertising data and services provider Experian. Kenshoo clients will be able to use Experian’ s audience segments for Fb ad targeting. The third-party information will initially be available for Fb campaigns, with plans to broaden to Amazon and Google.
Why you should care
After facing criticism for its dealing with of user data and brand new the regulatory provisions of GDPR , Fb announced in March it was phasing out integrations with third-party data providers on its ad system. Partnerships like the one between Kenshoo and Experian aim to give entrepreneurs back the ability to leverage third-party target audience data in targeting their Fb campaigns.
“ Whilst marketers know how valuable their first-party data can be and have certainly accepted second-party data targeting from advertisement giants like Google and Fb, third-party data from trusted resources such as Experian can fill in the particular missing pieces in marketer information sets. For example , Experian can help focus on in-market auto buyers, niche market groups at scale, and previous purchase behavior with rich viewers data that would be very difficult for an individual source to identify, ” says Kenshoo chief product officer Zvika Goldstein.
More on Kenshoo’ t announcement and third-party data
- The partnership will certainly apply to all of Experian’ s ConsumerView data sets — a list which includes 1, 159 audience segments.
- The deal comes as the use of third-party data has faced increasing overview, in large part due to regulatory and personal privacy advocacy pressures.
- Kenshoo laid out a defense of third-party data in its announcement. It reported several studies such as one through Duke University’ s Fuqua College of Business, the American Advertising Association (AMA) and Deloitte within August that found 91 % of marketers have increased or even kept their third-party data use the same over the last two years.
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