Did you buy cereal at the grocery store this week? If you used a store loyalty card at check-out, then you might start seeing cereal ads when you log in to Facebook.
Facebook is now using both online and offline shopping data from “select third parties including Acxiom, Datalogix, and Epsilon” to group Facebook users into very specific buckets. They call the new tool Partner Categories and for marketers, it’s pretty nifty.
In this example, an advertiser can pick not only people who bought cereal, but people who bought children’s cereal verses fiber cereal. If I’m selling toys, I want to hop on that first train. If I’m in the fitness biz, that second grouping looks good to me.