Automotive advertisers steer around new social media scrutiny

Automotive advertisers steer around new social media scrutiny

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Controversy sparked by political data firm Cambridge Analytica’s access to as many as 87 million Facebook users’ information has led the social media giant to re-evaluate its ties to third-party data providers.

Automotive advertisers have routinely turned to troves of third-party data from companies such as Experian and Oracle, which are centered on the offline behaviors of consumers.

Such third-party data can offer insight into whether people are in the market for a new vehicle and what they drive — two critical points for advertisers looking to target the right audiences.

As Facebook looked to protect itself and its users in the face of security questions, it would have been natural for advertisers to wonder if access to the lush marketing opportunities on consumer news feeds would get new restrictions.

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