Facebook is updating its policies around who can enable its Pixel and event sets, now requiring agencies to confirm their relationship with clients before leveraging either ad-targeting tool for client campaigns.

Why marketers should care

Facebook’s Pixel and offline event sets allow marketers to track activity outside of Facebook and then use that data to target ads to users on the platform. Often, it’s a brand’s ad agency or marketing partner that enables a Facebook Pixel or event sets to optimize campaign results. With this latest policy update from Facebook, agencies must now confirm their relationship with a business before leveraging these tools on the business’ behalf.

“In order to begin sharing pixel or offline event information with another business, you’ll need to define your business’ relationship with the business you want to share data with and review and reaffirm your compliance with our existing Business Tools Terms of Service,” writes Facebook on its business blog.

Brands will also be able to assign “advertising partners” when setting up a Pixel so that their agency will have access to use the retargeting tool.

According to Facebook, this move is an extension of recent, similar decisions aimed at making ads on the platform more transparent, such as removing third-party targeting and limiting access to Custom Audience lists.

More on Facebook Pixel and event sets

  • Any ad agencies or marketing firms initiating a new Facebook campaign that involves a Pixel or offline event set for a client will be asked to define their relationship with the client during the set up process.
  • For existing Pixels and offline event sets currently in use, Facebook will require businesses to update their information during the first half of 2019.
  • In August, Facebook gave a limited number of Groups access to its ads Pixel, offering the tool to admins who manage groups with 250 or more members.

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