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Facebook unveils addition to custom audience feature enabling marketers to further target web and mobile visitors

Feature: Website and mobile custom audiences will roll out globally

Facebook has announced a new custom audience feature for marketers which will enable them to more specifically target customers on desktop and mobile who have visited their websites.

The software, simply titled ‘website and mobile app custom audiences’, is still being tested on selected partners but is expected to roll out globally in the coming months.

In a statement, Facebook explained that the website and mobile app custom audiences feature was an addition to its existing Facebook Exchange (FBX) software, which lets marketers remarket through Facebook using third-party tools, and said FBX would still be the preferred option for advertisers with a large number of products targeting multiple audiences.

The statement said: “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 utilise Facebook’s targeting abilities.

“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.”

Mobile app custom audiences was built specifically to help mobile app developers target customers on Facebook and the new feature works with all Facebook ad formats.

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