Voter File Data Comes to Facebook Ads

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  

Two digital ad firms that offer voter file-driven ad targeting - Intermarkets and CampaignGrid - are now part of the social giant's growing group of third-party exchange partners.

buttonTampa, FL - The Facebook Exchange is open for political business. Two digital ad firms that offer voter file-driven ad targeting are now part of the social giant's growing group of third-party partners. This week, Intermarkets and CampaignGrid said they are part of Facebook's real-time exchange, which opens Facebook Marketplace display ad inventory - the ads that sit on the right rail of the page - to advertisers buying through those outside ad firms.

Both Intermarkets and CampaignGrid enable advertisers to target digital ads based on publicly-available national voter file data. Intermarkets partners with data powerhouse Aristotle to aim ads based on party affiliation and degree of voter activity in addition to information such as demographic info on gender and household income levels, and psychographic information.

CampaignGrid employs several data sets including the Republican National Committee's voter data to target voters online. When an impression is available, Facebook identifies the user and partners including Intermarkets and CampaignGrid and several DSPs can bid in real time for that impression.

Related articles

"Now we're able to utilize a voter file to see a population to target against...a publicly reported information system," said Michael Loy, chief managing officer of Intermarkets, who said the company just enabled the Facebook targeting last week but no advertisers have signed on yet. ClickZ spoke with Loy here in Tampa at the Republican National Convention. While Intermarkets serves advertisers on both sides of the aisle, its crown jewel is, which tends to attract lots of advertisers on the right. Mitt Romney's campaign, for instance, is currently running ads on Drudge featuring Romney and his VP pick Paul Ryan as "America's Comeback Team."

In effect, the Facebook partnership enables basic retargeting, but with real-time bidding - and on Facebook where it has not been available before the recently-launched exchange. So, when someone visits, for example, she may be targeted with ads on Facebook based on that information.

According to Loy, Facebook requires advertisers in the exchange to meet a minimum CPM price before it allows them to run ads through its partners on Facebook.

Facebook's real-time bidding exchange opens the site up to a large pool of data for display ad targeting, but advertisers cannot combine native Facebook profile data with its partners' outside data, which would be sure to ruffle feathers among privacy advocates. Some observers, however, expect Facebook eventually to allow integration of its rich profile data with its partners' data, in part because the company is scrambling to attract more ad dollars and such an offering could command premium ad prices.

Other ad targeting firms that are part of the nascent Facebook Exchange include AdRoll, AppNexus, DataXu, TellApart, Trade Desk, Triggit, and Turn.

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  
Visitor comments
Add comments
blog comments powered by Disqus
More on Strategies

Are you ready for Small Business Saturday?

Marketers are preparing to pull out all the stops to compete for consumers' attention during the most epic shopping weekend of the holiday season. Here's how SMBs can get in on the action.


Amazon’s first physical bookstore: offline’s death has been exaggerated

Amazon’s first brick-and-mortar book outlet shows that physical stores still play a significant role in the customer purchase journey on the rise of online shopping.


What Twitter marketers can learn from JetBlue, Emirates and Royal Dutch Airlines

What are the most important Twitter marketing strategies you can learn from JetBlue, Emirates and Royal Dutch Airlines?


How Mondelēz International keeps Oreo dynamic with fearless marketing

Fueled by creativity and enthusiasm, the successful launch of Oreo's Colorfilled campaign exemplifies how Mondelēz International is able to consistently remain ahead of the marketing curve.

Upcoming Events & Webinars
event logo

ClickZ Live Bangkok

Location: Bangkok, Thailand

At ClickZ Live Bangkok you'll learn how to engage customers and increase ROI through effective use of digital marketing. Join the leaders of today's online marketing & advertising industry!

event logo

Connect by SEW, Miami

Location: Miami, USA

Celebrating 20 years of delivering industry-leading search engine and search marketing news, announces Connect, a new industry event in Miami this February.

event logo

ClickZ Live London

Location: London, UK

Formerly SES London, ClickZ Live is a brand new digital marketing event covering email, display, attribution, big data, social media, content integration and more.