Facebook And CPG Advertisers


With its increased focus on user privacy, Facebook has made a number of changes to the way advertisers activate campaigns on its platform. In March 2018, Facebook announced that it would, in mid-August 2018, permanently remove Partner Categories, a major data source that the company used to help advertisers target relevant users on the platform. Since this targeting solution is one that many CPG advertisers relied on to activate third-party data directly on Facebook, the change has led to several questions from advertisers, including how they are going to effectively reach consumers on the platform going forward.

During this industry and IRI product update webinar, “Maximize Facebook’s New Path for CPG Advertisers,” attendees will learn:

  • The impact on advertisers as a result of the removal of Facebook Partner Categories
  • The best way to set up a Facebook campaign using third-party purchase-based audiences and map all touch points for success
  • How to execute a campaign on Facebook through a specific example, including selecting and activating audiences
  • Why verified audiences are important for brand interactions
  • How IRI Audiences can help advertisers achieve campaign objectives


Jennifer Pelino
Senior Vice President
Media Center of Excellence

Michael Ellgass
Executive Vice President
Technology and Retail Media Platforms
Media Center of Excellence IRI

Download presentation slides