Facebook Using Google data to target Ads

Last Year, Business Insider reported a very interesting news about the ability to use Search data to target Ads on Facebook.. This strengthens Facebook ads which were already generating higher returns for advertisers. Facebook's targeting capability was based on the personality of the audience, their tastes, interests, likes and places but FB didn't have much idea of what people need and are intending to buy. This important info is with Google.

Chango is the name of the company that is key in bringing the two data together. They have gathered billions of cookie pool through Google Searches and they are intending to use this data in Facebook exchange. So now advertisers know what people are searching for and depending on their interests, ads can be targeted. Chango can do the profiling for advertisers and ads can be more targeted than ever before. So its less wastage and even higher returns from Facebook ads.

In my opinion Google doesn't have an answer yet for this type of retargeting. Google's remarketing is based on user's Search behavior within Google network but it has limitations beyond Google n most importantly Google had been trying to integrate their Social platform (Google +) data into Search but failed. In this scenario, FB ads are winning strategies for marketers and they have long way to go.....