Acxiom, one of the Facebook data partners, announced it was informed this week, by Facebook, that Facebook Partner Categories will be discontinued over the next several months. Acxiom expects total revenue and profitability to be negatively impacted by as much as $25 million.
Partner Categories, launched in 2013, was a partnership between Facebook and major data brokers, that allowed advertisers to use offline and third-party data as a targeting on Facebook.
Facebook Partner Categories enables third-party data providers to offer their targeting directly on Facebook. Facebook said, “while this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook.”
Advertisers can still use Facebook data, collected via Facebook users, and Facebook data collected by the advertisers, on the website or in app.
Here the data partners of Facebook:
- Acxiom, which can provide data from Australia, France, Germany, the UK and the US;
- Acxiom Japan, which can provide data from Japan;
- CCC Marketing, which can provide data from Japan;
- Epsilon, which can provide data from the US;
- Experian, which can provide data from Australia, Brazil, the UK and the US;
- Oracle Data Cloud (formerly Datalogix), which can provide data from the UK and the US;
- Quantium, which can provide data from Australia.
Facebook Partner Categories provides audience targeting options by leveraging third-party data providers, including Acxiom’s Audience Solutions division.