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5/7/15: Facebook Inc. (Nasdaq: FB) and International Business Machines Corp. (NYSE: IBM) have partnered to provide better target advertising for retailers. The companies will work as a team to bring Facebook’s technology of ad targeting into IBM’s own line of tools and services for retailers.
IBM and Facebook are looking to create more personalized marketing campaigns for their customers. According to IBM, post-collaboration, users will be able to buy Facebook ads backed by data from both Facebook and IBM’s Marketing Cloud, which includes information such as weather, location, and previous purchase history. The tech giant also informed advertisers that users can take their successful Facebook campaigns to try it elsewhere.
Online advertisers have been using browser cookies to create and target ads that are shown to users around the web. However, the ones IBM integrates with Facebook’s platform will be even more effective. “These new capabilities will allow Facebook to deliver more relevant, more personalized experiences,” says Jay Henderson, a director of strategy for IBM Commerce.