In an article for AdExchanger, Matt McGowan, president of marketing platform Adestra, writes that while Facebook’s move to end its Partner Categories program may help the company’s reputation, it is unclear if the move will have an impact on advertisers. McGowan predicts advertisers will take a short-term hit as they adjust to a reliance on first-party data but notes that third-party data was often “overpriced, old and stale.” He adds, “Now is the time to double down on making the most of first-party data while Facebook sorts itself out.”
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