Targeted Facebook advertising

October 17, 2013

This just announced: Facebook will soon let advertisers target Facebook users according to their behaviour on their own external websites.

I’m sure you’ve all browsed ASOS before, then found all your Facebook and Google ads for the whole month after that are telling you to just buy those damn shoes that you looked at for about two seconds. This was (and still will be) through Facebook Exchange (FBX). Here’s how Facebook describes the difference between the two:

We anticipate that marketers will use FBX and website and mobile app Custom Audiences in different ways. For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution. For businesses that don’t typically work with third parties, website and mobile app Custom Audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.

Will be interesting to see whether users (who don’t know how it all works) will start panicking about privacy issues, and whether many small businesses will start using it to drive online sales.


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