Facebook is finally making its firehose available to a select group of advertisers through Topic Data – a new analytics tool developed with DataSift, an analytics company. Currently, topic data will only be available to a limited number of DataSift’s partners in the US and UK to a limited number of its partners. All of the partners will be Facebook-approved.
Like other insights information on Facebook, all the information used for topic data is anonymized and aggregated. The company is not disclosing personally identifying information to anyone, including its partners and marketers. And, the results delivered to marketers are analyses and interpretations of the information, not actual topic data.
Topic Data provides guidance for marketers but it cannot be used to target ads directly.