Facebook reportedly has a marketing program called Grapevine, which it shares with some of its highest-paying advertisers, that gives those advertisers access to unprecedented user data on an anonymous basis.
This is according to AdWeek, which cites anonymous sources, and reported on a similar offering as far back as 2012.
Facebook is explicitly inviting brands to the program based on bankroll, the report says, adding that those spending in the millions on campaigns or a half a million on a single ad are those who are gaining access.
The report compares it to Twitter’s firehose of tweets, but acknowledge that much of Facebook’s data is not public.
As far as what advertisers can get out of it, the report gives an example of a shampoo brand being able to gain insights into what users are saying about frizzy hair, and then being able to tailor ads based on that.
Sounds a little overpriced to me, but then again, I’m not the one spending the money.
It’s often been theorized that marketers will get more out of Facebook the more money they spend. Grapevine would certainly seem to qualify as far as that goes.
If you plan on spending millions on Facebook ads, feel free to let us know how Grapevine goes for you.
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