Latest Blog Posts

DeepSync Lab's team is here to give you insights on the best
practices for social advertising using third party audiences.

  • Partner Categories - What Changed

    What changed? Facebook is a data rich environment for advertisers and brands looking to find the right audiences for their products and services. Over the years Facebook has continued to evolve its approach to data usage in-line with changing advertiser requirements and consumer privacy expectations. One of the more impactful changes came in 2018 when Facebook deprecated direct access to third party data providers via Partner Categories. Third-party data companies offer purchase data – like brand preferences and shopping habits – to advertisers so they can target their brands to high-interest users and households.

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  • Get ready for iOS 14

    It’s highly likely that by now you’ve heard more about the upcoming iOS 14 changes and its potential impact on Facebook’s advertiser. In Facebook’s own words: Prepare For Upcoming Changes to Apple’s iOS 14 Apple has announced changes that will adversely affect the way our ad systems work, and may impact your ability to reach people with personalized ads. In early 2021, we expect Apple to require all apps in the App Store to implement their AppTrackingTransparency framework. This will affect the ability of apps to receive conversion data from iOS users.

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  • Why we started DeepSync Labs

    I founded DeepSync Labs in early 2020 after working in the online and social advertising space for over a decade. During that time I’ve seen first hand the power of third party data and its ability to drive amazing results. With the deprecation of Partner Categories in 2018 the challenge for social media advertisers in recent years has been ‘how do we easily get access to 3rd party audiences in Facebook?’. And that’s what prompted us to think of a technology that would make it almost as easy as Partner Categories did to access more 3rd party audiences.

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  • 3rd Party IDs Vs 3rd Party Data

    The industry press is awash with stories talking about the demise of the third party identifier as we all wait for Google to administer the death knell for third party cookies in Chrome. This represents a monumental shift in the way the ad-tech ecosystem thinks about and manages user recognition for two purposes - targeting and measurement.

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  • What can Advertisers do to prepare for iOS14?

    The impact of Apple’s upcoming iOS14 update is still unclear. While we know there will be impact it’s hard to quantify and the variance between the armageddon scenario and the 'meh' outcome is meaningful. Of course we’re talking about a number of affected parts of the Facebook ads ecosystem here. Firstly (and most notably) the ability to track conversions effectively. A key challenge here is the potential impact on Facebook's optimization algorithms, for so long a mainstay of their value proposition. Secondly the ability to use those signals to form precise audiences for targeting purposes.

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  • The renaissance of third-party data to future-proof advertisers targeting

    Let’s be clear. Third-party data is alive, well and continues to be a targeting mainstay for advertisers — as it has been for decades. It’s third-party cookies that are dying. At the same time, the use of mobile identifiers is also changing, with Apple’s iOS 14.5 April update now requiring all apps to ask for permission before they can track a user. Currently, only 14% of users worldwide have done so. So what does this mean for advertisers? Well, they need to be rethinking their targeting and reporting approach if they want to continue delivering effective campaigns.

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  • Putting it in context: why third-party data is the answer to your targeting challenges 

    If ‘ordinary’, ‘limited’, ‘non-compliant’ or ‘third rate’ comes to mind when you hear ‘third-party data’, think again. Ignore this data and you reduce your targeting precision, limit your customer insights, compromise your marketing effectiveness and impact your growth. With the death of third-party cookies, third-party data holds the key to filling the targeting gap. People see third-party data as a single entity. But pigeonholing it like this ignores the richness it encompasses. It’s like saying ‘vehicle’ means one thing. Everyone knows it doesn’t.

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“3rd party data is an essential element of any successful Facebook marketing campaign. I would not be able to get the results I get for my clients without it. DeepSync Labs facilitates the end to end process of using 3rd party data for marketing on Facebook and nobody makes it easier or does it better.”

Kevin BrkalPresident - KNB Online Inc.