Facebook and IBM Commerce have signed a deal enabling IBM's marketing cloud clients to utilise the social network's ad offering.
This means Facebook capabilities such as Custom Audiences can be combined with IBM’s own Journey Designer and Analytics platforms.
As part of the deal, Facebook will be the first company to join the new IBM Commerce THINKLab, which it describes as 'a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalise customer experiences'.
“Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab,” said Blake Chandlee, VP of partnerships for Facebook. “We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.”