Facebook Adopts Direct Marketing Tactics for Display Ads

Brands can now target user IDs, email addresses, phone numbers

Direct marketing often gets a bad rap. People don’t like talking about mailing lists and CRM if they can instead jaw on about this or that viral/disruptive/engaging/[insert jargon] campaign. But Facebook will soon give brands a new reason to care about direct marketing.

Next week, Facebook will begin allowing brands to put ads in front of users who may or may not be their fans on Facebook. As first reported by Inside Facebook, advertisers will be able to target users by user ID, email address or phone number, akin to how magazine publishers offer subscribers’ mailing addresses to direct marketing companies.

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