Facebook Adds Multiple Matching Options for Custom Audiences

Facebook has added real-time matching across multiple data types to its custom audiences ad-targeting tool.

Facebook has added real-time matching across multiple data types to its custom audiences ad-targeting tool.
The social network said in a Facebook Marketing Partners post that the new option is available to advertisers using Facebook Marketing Partners or the ads application-programming interface, and stressing that data used for matching will still be hashed, and those hashes will be deleted following the completion of the process.
The following data types are now available for matching:

  • Email
  • Phone number
  • Mobile advertiser ID
  • First name
  • Last name
  • Date of birth
  • Gender
  • City
  • State/region
  • ZIP code/postal code
  • Country

Facebook added in the Facebook Marketing Partners post:

Prior to this change, custom audiences only supported matching for one hashed data type at a time: email address, phone number or mobile advertising IDs. We’ve now expanded the matching capabilities for custom audiences to allow real-time matching across multiple data types at once.
We’ve released this feature first in the ads API. There is no change to privacy, security or the custom audiences terms of service with this release. This will help marketers that want to improve their custom audience match rates and extend direct-mail campaigns. For more information, please check out our API documentation for advanced matching.

Advertisers: What do you think of the new options for Facebook custom audiences?
Image courtesy of Shutterstock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.