Facebook Enables Purchase-based Targeting with Partner Categories
- Wednesday, April 10th, 2013
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Facebook has launched partner categories targeting functionality for its Power Editor ad platform.
Partner categories enable advertisers to tie together targeted users Facebook profiles and their purchase history, by brand and product, on desktop and mobile, using data from third parties including Acxiom, Datalogix, and Epsilon. Previously, Facebook ads were targeted based solely on users interests as expressed through their profiles.
The categories – 500, breaking down as far as in market for entry/economy/compact car or hot cereal buyers – can be combined with the existing Facebook targeting options to create a more narrow filter.
Partner categories has already begun its rollout in the US, through Power Editor and Facebooks Ads API. Theres no word as of yet on when it will arrive in other countries. 
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