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A Note About Facebook



The recent news swirling around Facebook has all responsible marketers concerned. While there are bound to be more developments, we think it is worth taking stock of where we are — and what the opportunities are for you.

Responsible Use of Data is Always the Best Strategy

Data is a privilege. And for marketers — ethical, sensible, and secure handling practices are paramount. Alliant’s solutions are always brand-safe, privacy-friendly, and compliant with all relevant laws and self-regulatory guidelines. Alliant has developed extensive compliance processes to ensure that our practices remain current in every facet of the business, and our officers are active on the Board of the Data & Marketing Association (DMA), as well as the DMA’s Ethics Committee.

Act Now to Safeguard Your Summer Campaigns

As of today, you can still access Alliant’s syndicated and custom audiences through your Facebook advertising account. The media has reported May 30th as the deadline to activate new audiences for continued access through September 30th. While these dates are fluid at best — and Alliant is actively working with our partners ensure long-term access — we recommend taking action immediately to secure data for your upcoming campaigns:

Start Optimizing & Deploying Your First Party Data

Facebook clearly intends to let brands continue targeting their own data. If you are a Member of the Alliant cooperative DataHub, you have full access to your unified 1st party data — which can be optimized and on-boarded to your advertising account — as an affordable and effective strategy for maximizing the lifetime value of your existing customers. To learn more, reach out to your Alliant data strategist, or get answers to frequently asked questions here.

We will continue to update this post with new developments as are verified. For any additional questions, please reach out to your account executive or email

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Rick Witsell


Sr. Vice President, Corporate Communications

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