Facebook

Today we’re announcing new custom audience features that can help marketers reach people who have visited them on desktop or mobile. Website and mobile app custom audiences will soon be available to a limited number of test partners and will roll out globally in the coming months.

How does it work?

These new features expand the capabilities of Custom Audiences to allow marketers to deliver targeted ads to people who visited their website or used their mobile app. For instance, a bike retailer could reach people who started designing bikes on its website but didn’t make a purchase. Through Custom Audiences, the company can reach these people via desktop News Feed and encourage them to finish customizing online. Or, a mobile travel app can deliver ads to people who have downloaded their app but haven’t used it in a while and encourage them to book getaways within the app.

Custom Audiences works with all Facebook ad formats and targeting capabilities. And mobile app Custom Audiences was built specifically to help mobile app developers reach their customers on Facebook.

Complementary to FBX

Website Custom Audiences is similar to existing remarketing tools that allow marketers to reach people who previously interacted with their desktop websites. Many marketers already use third-party tools to remarket through Facebook Exchange (FBX).

We anticipate that marketers will use FBX and website and mobile app Custom Audiences in different ways. For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution. For businesses that don’t typically work with third parties, website and mobile app Custom Audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.

Privacy

Facebook website and mobile Custom Audiences use code that marketers place on their websites or in their mobile app to deliver targeted ads through Facebook Custom Audiences. And of course we built Custom Audiences so people can control the ads they see. To learn more about privacy and Custom Audiences, be sure to check out the latest post on our Facebook and Privacy Page.

We’re still in the early stages of testing website and mobile app Custom Audiences and will continue to provide updates as these features become more widely available.