Lowdown: Facebook's custom audiences

The latest tool in Facebook's advertising armoury is Custom Audiences, which enables advertisers to connect Facebook data with their own customer data and, within Facebook, to target messaging at customers, lapsed customers and known prospects.

Lowdown: Facebook's custom audiences

Nadya PowellDare

Custom Audiences is the latest tool in Facebook's advertising armoury, and this time, it's personal. Facebook's targeting previously enabled you to target, for example, women who live in London and like opera. But targeting was restricted to what Facebook knew, and did not connect with other data you had on that individual.

Custom Audiences changes this. It enables you to connect Facebook data with your customer data and within Facebook advertising, to target messaging at your customers, lapsed customers and known prospects. Think of it as an email – where you know who...

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