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BizReport : Advertising archives : March 12, 2015

Facebook's Topic Data tells advertisers what users are talking about

Facebook has made it even easier for advertisers to target its users with the introduction of Topic Data to select partners, according to a blog post this week.

by Helen Leggatt

In order to effectively target Facebook users, it's helpful for advertisers to know the sort of topics they are talking about and engaged with. Facebook acknowledges that advertisers have been limited to data about what people share on the social network but that, until now, "the information available offered a limited view".

Topic Data differs from data previously available, says Facebook. While before the sample sizes were too small and determining demographics near on impossible, Topic Data has been grouped and "stripped" of personal information "to offer insights on all the activity around a topic" meaning advertisers "get a holistic and actionable view of their audience for the first time". Advertisers can obtain this data from both public and private posts (except Messenger and posts shared to "only me").


Facebook has partnered with DataSift to "develop and scale Topic Data".

"The partnership with Facebook leverages DataSift's technology to aggregate and deliver summary results from topic data, enabling developers to build innovative marketing applications that surface insights into what audiences are saying on Facebook," says Nick Halstead, CEO and founder of DataSift.

Image via Shutterstock

Tags: advertising, data tools, social media, targeting ads

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