When you are setting up Facebook Ad Campaigns for few countries like Australia, France, Germany, the UK and the US, you would have noticed that there is a mention of the source for the targeting you have chosen under the detailed targeting section which shows the source as “Partner Categories“. These Partner Categories are the ones who get data from different data providers that Facebook has partnered with to add more customized and detailed targeting than the existing ones that Facebook has; these are also available in different non English languages in the counties mentioned, as shown in the image below.
Current Audience Data Providers to Facebook are as follows:
Acxiom – which can provide data from Australia, France, Germany, the UK and the US
Acxiom Japan – which can provide data from Japan.
CCC Marketing – which can provide data from Japan.
Epsilon – which can provide data from the US
Experian – which can provide data from Australia, Brazil, the UK and the US
Oracle Data Cloud (formerly Datalogix) – which can provide data from the UK and the US
Quantium – which can provide data from Australia
Facebook used to manage the costs within the costs being paid for media, based on the bids chosen to pay to Facebook in relation to the targeting.
Partner Categories in Facebook are no longer available from October 2018 since Facebook decided to remove Partner Categories on the following schedule:
May 11, 2018 – Partner Categories for audiences based in France, Germany, and the UK are no longer available for campaign creation, editing or duplication.
May 24, 2018 – No campaigns will deliver to Partner Categories for audiences in France, Germany and the UK after this date.
July 2, 2018 – Partner Categories will no longer be available for campaign creation, editing or duplication.
October 1, 2018 – No campaigns will deliver to Partner Categories after this date.