Digital Transformation

Facebook Debuted 3 New Ad Products for Retailers at Shoptalk

Store sales optimization uses machine learning to analyze online, offline data

ManBeardShoppingSmartphone — An overwhelming majority of shoppers access mobile devices while they are in stores.svetikd/iStock

March 19, 2018

On Monday, Facebook reinforced its focus on retail brands at Shoptalk in Las Vegas with its introduction of three new advertising tools.

Last September, the social network added the ability for retailers to build custom audiences of Facebook users who have previously made offline purchases from retailers, as well as to create lookalike audiences to help discover new potential shoppers with similar characteristics. Facebook took it one step further with Monday’s addition of store sales optimization to its offline solutions, allowing retailers to use machine learning to zero in on those most likely to make purchases in their stores.