What has Changed:
Following the Cambridge Analytica scandal, Facebook took steps to reduce its liability around data entering and leaving its platform. One of the most important steps it took from a marketing standpoint was to eliminate "Partner Categories" from it's UI, eliminating the 3rd party data marketplace it had allowed until then.
As a result, Facebook now only allows advertisers to bring data into their platform when they have assumed liability for it. What this means is that data providers need to sign contracts with each advertiser or agency that wants to bring their data into Facebook in order to assume this liability. The idea is to reduce the amount of 3rd party data on the platform and have advertisers use more First-party or trusted sources.
In order to retain some of the legacy Facebook business, some data marketplaces, namely LiveRamp, have found ways to make this contracting easier by signing agency and advertiser-wide contracts that cover those entities usage of any 3rd party data that LiveRamp supplies. This makes it easier for both brands/agencies and data providers to have contracts in place easily and quickly.
Impact on Cuebiq Processes:
In order to comply with this new process, below are the steps we need to take to push data into Facebook:
- Client completes New Customer Form ~SLA: 2 minutes
- Email LiveRamp social team to give them a heads up
- Upon form completion, LiveRamp either confirms client has contract in place or sends client contract for review. Contract is light-weight 1-pager. ~SLA: 2-3 biz days
- Upon client contract signature, LiveRamp countersigns and provisions client for Data Store for Facebook ~SLA: 2-3 biz days
- Data provider can begin sending client custom segments within the Data Store for distribution to Facebook
Q. Does my client need to have an existing relationship with LiveRamp to do this?
- Upload custom audience into Connect.
- After the segment is visible in Connect, enable the segment as a Data Store custom segment.
- Navigate to the Data Store - My Segments page in Connect (hover over DATA STOREin the left navigation bar, and then select "Sell Data").
4. Check the checkbox for the segment to share, and then click Share. Note: Segments that are not "live" in the Data Store are not shareable.
5. Click the check box for the data buyer to share the segment with, and then click Share Segments. Note, if the buyer has not been approved by LiveRamp to sell data yet, they will not show up in the list of providers in this dropdown.
6. The data buyer is then notified via email and a notification in Connect that the segment is available for distribution through the appropriate destination account.