In the "right time, right message" marketing technology race, IBM and Facebook partnered up today took the lead, officials said.
IBM's marketing cloud clients can now use Facebook’s ad capabilities such as Custom Audiences. The collaboration between the enterprise software and social media giants helps marketers "reach the right people at the right time with the right message."
IBM Commerce, the portfolio that draws from IBM's $24 billion investments in analytics, is the engine behind the partnership with Facebook, which has 1.4 billion active users.
The news comes six months after IBM hooked up with the other social media king, Twitter.
Twitter announced in November it will integrate its data into IBM's Watson cloud analytics portfolio, customer engagement capabilities and consulting services in what company officials call a "landmark" partnership.
"IBM and Facebook’s technology collaboration will marry deep analytics and customer data, providing marketers with highly tailored marketing capabilities to deliver personalized experiences at each step along the brand journey," said Jay Henderson, director of strategy of IBM ExperienceOne, the Armonk, N.Y.-based giant's marketing suite.