LONDON: Facebook has teamed up with IBM to develop more personalized ads for the social network's advertisers and to work together on innovation as part of IBM Commerce's ThinkLab consultancy.
Facebook will integrate its own ad-targeting technology with IBM’s suite of tools for retailers.
By using IBM’s Web-based Marketing Cloud, retailers will be able to use customer-contact details and data such as purchase history or items viewed and combine them with Facebook’s Custom Audiences tool. The goal is to help marketers target consumers via the social network with a greater degree of personalization.
This means an advertiser will be able to target consumers via their Facebook feed with ads based on their previous purchase and viewing history.
The companies are also collaborating to build other features for brand marketers.
Blake Chandlee, Facebook’s VP of global partnerships, told Bloomberg News that "this is kind of the entry point of the relationship."
"Where our real strength is, is online behavior. IBM has penetration in some of these big, big vertical markets," she told Bloomberg.
Facebook and IBM have also agreed to allow Facebook staffers to take part in IBM Commerce’s ThinkLab group.
This story originally appeared on Marketing.