Facebook Tests Ads Matching Store Data to Profiles

Facebook is testing new ad targeting that would market to online Facebook users based on their offline store shopping data, according to a recent Advertising Age report. Facebook is partnering with data firms Epsilon, Acxiom and Datalogix to allow brands and retailers to match data from shopper loyalty programs to individual Facebook profiles, with their demographic and interest-based targeting. The program would hypothetically let Facebook ads from Coca-Cola target teenagers who've bought soda in the last month, or serve Pampers ads to North Carolina residents who've recently purchased baby products. The targeting will function through anonymized matching of loyalty-program members and Facebook users through e-mail addresses and phone numbers, according to sources cited in the article. However, adoption of the new ad targeting will still be contingent on acceptance by corporate legal departments wary of consumer privacy issues. For more, see the story at http://adage.com/article/digital/facebook-partner-acxiom-epsilon-match-store-purchases-user-profiles/239967/