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May 6, 2015

Facebook and IBM partner for more ‘personalised’ advertising

Facebook's ad capabilities will be combined with IBM's analytics.

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Facebook and IBM Commerce are collaborating to help clients produce more effective advertising.

IBM’s marketing cloud clients will now be able to use a combination of Facebook’s ad capabilities and IBM’s deep analytics and design to create more effective advertising campaigns.

The partnership will allow brands to more accurately determine which customers are among the active users of Facebook and establish correlations between their interests and interactions.

They can then use IBM’s Journey Designer to design a more personalised advert and use Journey Analytics to assess the effectiveness. Marketers can also expand successful campaigns beyond Facebook to other channels.

Facebook will also be the first company to join the IBM Commerce THINKLab, a research and collaboration environment allowing companies to work with brands to boost their advertising. IBM and Facebook experts as well as other partners can work with clients to boost their marketing.

"Our partnership with IBM will help top brands achieve personalisation 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.

Chandlee added: "We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimised to achieve each brand’s business goals."

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"Brands understand the increasing need to provide customers with powerful and personalised experiences to nurture loyalty," said Deepak Advani, General Manager, IBM Commerce.

Advani continued: "Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide."

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