But WPP can execute much faster because it now has a “hard link” into the Facebook platform. This means, according to Laben, the holding company has and will maintain a permanent, custom-built hook into Facebook. So if the data assets change on WPP’s side, it can apply that change quickly and reliably when executing on Facebook.
“Previously, we didn’t connect the assets into Facebook,” Laben said. “Now that they’re connected, we can understand the scenarios better. When they weren’t connected, you end up with suppositions which might not be valuable from a marketer perspective, or could be risky from a privacy perspective.”
Laben added that, because of this partnership, more of WPP’s data assets are targetable across the Facebook platform and the company is “experiencing extremely high match rates, far better than what the DSPs and cookie-based solutions have enabled.” Laben would not disclose the actual match rates, though he said they’re “measurably improved.”
If all goes well, the partnership – which has just taken off, so WPP is only beginning to leverage it on behalf of its clients – should enable a quicker, more detailed and accurate application of WPP’s extensive data assets across Facebook’s massive platform.
While those data assets can be applied separately, for Laben, strength is in unification.
“KBM Group is the platform onto which all of this has been consolidated,” he said. While the data sets from Kantar and GroupM can be applied separately, “they’re made better by being connected.”