Facebook's "custom audiences" ad targeting relies on non-Facebook activity

10/15/2013 | Bloomberg

Facebook has launched a "custom audiences" tool that lets marketers target mobile users based on Web activities outside the social network. Facebook gathers information on Web history and application activity through the Facebook Exchange, using this data to match ads when users visit Facebook. "A bike retailer could reach people who started designing bikes on its website but didn't make a purchase," the company said.

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