The two tech companies want to improve advertising campaigns

May 6, 2015 08:40 GMT  ·  By

Facebook and IBM have joined hands to develop and improve the way marketers use personalized ads to efficiently reach their users.

The two companies plan to merge their impressive data and their marketing tools in order to better advertise campaigns for retailers, Fortune reports. This way, they hope to make the best of personalized ads so that each user can receive specific ads, based on their needs and their online behavior.

The collaboration between the two is expected to be highly lucrative, given that both companies possess the resources to make the ideal in marketing, which is personalized ads, happen.

Having the same goal, the companies will use the tools they dispose of to make sure that Facebook users, who are also possible customers, are targeted with appropriate ads, based on what they are looking for.

It's a win-win partnership

In order to achieve satisfactory results, the two partners will make use of the information that advertisers have been able to gather from their customers during their interaction with them, as well as the data that Facebook can provide, namely comments, likes, as well as negative feedback that customers leave on the social platform.

With a little help from IBM’s data analytics, it will be easier for brands to target their future customers.

A consequence of the collaboration could be the fact that Facebook users could see ads for products that they have recently checked out on a site directly in their feed.

Facebook can now boast about being the very first partner that IBM has included in its THINKLab project, aimed at "solving the world’s toughest problems."

The partnership is mainly about putting data together. With Facebook’s Custom Audience, which allows advertisers to eye a specific crowd with whom they have worked before and whose preferences they might have become acquainted with and IBM’s Marketing  Cloud, marketers are bound to have more success selling their products and services.

The collaboration has raised some privacy issues, but Blake Chandlee, vice president of partnerships for Facebook, informs users that they have nothing to worry about as private information such as names or email addresses will not be sent for analysis, “Personal data never flows back and forth.”