Dive Brief: 

• IBM and Facebook have announced a marketing partnership that will offer advantages from both firms platforms. 
• Facebook is the first company to join IBM's THINKlab which will allow members from Facebook and IBM to collaborate on delivering campaigns focused on personalized customer experiences. 
• Through the partnership, advertisers will now be able to buy ads with data from both IBM's Marketing Cloud and Facebook, then deliver the campaigns that work on Facebook to areas outside the platform. 

Dive Insight: 

IBM and Facebook are powerhouses and their partnership could create new customized ad products. The partnership seems to be a perfect testing ground for what works on Facebook, that could lead to impressive campaigns elsewhere.