IBM, Facebook team up on super-personalized digital ads

Armonk, N.Y. -- IBM and Facebook on Wednesday announced they are teaming up to help retailers and other brands provide more personalization in their marketing efforts on the social network.



The two companies said they are now working together to integrate Facebook’s existing ad technologies, such as Custom Audiences, into IBM’s array of tools and services for retailers.



“Starting today, IBM’s marketing cloud clients can now utilize Facebook’s powerful ad capabilities such as Custom Audiences, along with IBM’s deep analytics and design features, to create meaningful experiences for their customers across applications, devices and time,” IBM stated in a release.” Using IBM’s new Journey Designer, brands can create personalized customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded.



IBM will use deep analytics, on top of Facebook’s anonymized and aggregate audience insights with additional information from IBM’s marketing cloud so marketers have a clearer picture of their target audiences. Marketers can also replicate proven campaigns beyond Facebook to other brand channels including their stores, websites and through mobile apps to reach the customer wherever they most prefer to connect with the brand. All of this means better ads for people. 




For example, a retailer launching a new line of running gear can use Facebook’s custom audiences and targeting solutions to segment its customer groups that are interested in long-distance running. The retailer can then glean aggregated insights into the audience’s preferences in running gear and, based on location, offer deals on apparel that fit the appropriate training climate. 




IBM also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalize customer experiences. IBM researchers, Facebook experts, domain experts, designers and other partners will be available to work side by side with clients to identify specific areas of need and generate new solutions.



“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.”