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Is it normal for publishers to sell access to their website Facebook pixel?
Edit: Is it normal for publishers to sell access to Custom Audiences created from their website Facebook Pixel?
I manage social for a small but widespread European news publisher. We work with several commercial partners on native content and advertorials and it occurred to me that they may wanna retarget our readers/site visitors using our Facebook pixel. I know we can grant access to this via the ad partner permissions in Facebook business manager but I wanna know if any other publishers do this and if it goes against European GDPR standards?
I know social agencies use ads partner access when working with other brands or agencies but unsure if publishers use it as described above?
TLDR: Do companies (publishers) sell access to their Facebook pixel for brands to be able to retarget their site readers with ads on social?
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2 Replies
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IANAL but this seems highly illegal in Europe. This is sensitive data that shouldn’t be shared.
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They wouldn’t share customer lists or direct access to the pixel, but they may create audiences from their pixel and share the audience within FB for other companies to target with ads – it’s all anonymised so no identifiable data is being shared or exposed.
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