News Byte: Facebook Announces Tool for Re-targeting Mobile App and Website Visitors

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News Byte: Facebook Announces Tool for Re-targeting Mobile App and Website Visitors
News Byte: Facebook Announces Tool for Re-targeting Mobile App and Website Visitors

Facebook announced upcoming features intended to target ads on the social network to consumers who've visited the company websites or mobile apps. These new targeting features expand the capabilities of Facebook Custom Audiences, launched September 2012, through which marketers can align the offline user data they own with Facebook members in order to show relevant ads on the News Feed.

Facebook stated in a blog post that the benefits of this enhancement depend on business needs and use cases. For instance, marketers that typically work with third-party re-targeting tools and who advertise numerous products to a large audience might be better served continuing use of those tools in conjunction with the social media giant's ad network Facebook Exchange (FBX). By contrast, marketers without experience working with third parties might better benefit from using Custom Audience's mobile and website re-targeting capabilities.

Despite announcing the enhancements, Facebook did not say when marketers can expect a global roll-out. “We're still in the early stages of testing website and mobile app Customer Audiences and will continue to provide updates as these features become more widely available,” the company said in its blog post.

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