IBM To Parse Facebook User Data To Deliver Personalized Ads

MarketWatch Pulse

IBM Corp. and Facebook Inc. have partnered to bring more personalized data about customers to IBM's marketing cloud clients. Brands operating in the IBM cloud will be able to access Facebook's targeting tools, such as Custom Audiences, combined with IBM's big data tools, to learn more about potential customers and personalize their ads. IBM said the deal will enable its clients to more accurately determine which of Facebook's 1.44 billion active users fit into targeted ad campaigns based on their interests and interactions, and then deliver "more compelling messages on Facebook and other mediums." This is the second time IBM has partnered with a social medial company. In 2014, it teamed up with Twitter Inc. to give corporate clients access to Twitter user data.

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