In other words, customers will now be able to buy Facebook ads with combined data from Facebook and IBM's Marketing Cloud customer data platform.

IBM is reported to have invested millions of dollars in its Marketing Cloud analytics, TechCrunch reported.

According to IBM, the advantage with the new approach is that the customers can take campaigns that work on Facebook and replicate them elsewhere.

"Facebook is the first company to join IBM's THINKLab where team members from IBM and Facebook can work with advertisers to create campaigns with a focus on personalised customer experiences," Jay Henderson, director for IBM Commerce, said in a statement.

With the new approach, a retailer could identify Facebook users interested in long-distance running, then deliver targeted deals based on the type of gear they are interested in as well as their location.

"Now our clients, including some of the world's largest banks, retailers and insurance companies, can apply these analytics to the reach of Facebook," Henderson noted.

"This improved precision will drive more relevant advertisements to consumers on Facebook that ultimately create improved customer experience," Henderson explained.

The announcement comes about a year after IBM announced its acquisition of cloud marketing company Silverpop.