Why Facebook's New Branding-Focused Tool Changes How Its Ads Can Be Targeted

Based on 'watch data' instead of page likes


Facebook announced a few ad developments over the weekend, but one of them—which has the potential to truly change ad targeting on the platform—may have not gotten quite the attention it deserved. 

Called brand awareness optimization, the data-based tool will let marketers know which people appeared to spend quality time viewing a newsfeed, video or display promo. But it is not using a typical "time spent" metric, where viewers are clocked for a certain number of seconds and then tallied as an "engagement" or an "interaction," said Graham Mudd, Facebook's director of ads product marketing.

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