Facebook Custom Audiences Get Expanded Matching Capabilities

Chris CrumMarketing & Advertising

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Facebook announced new matching capabilities with Custom Audiences on Monday. These were actually enabled a week prior.

Facebook Marketing Partners and marketers that that use the Ads API can match on multiple data types at once "to increase the coverage and accuracy for data file Custom Audiences," Facebook says.

"By expanding the Custom Audience matching capabilities, marketers will see increased match rate (coverage) while maintaining the 1:1 match accuracy. Any data used for matching will still be hashed and all hashes will be deleted after the matching process," the company says on its Marketing Partner site (via SocialTimes). "Prior to this change, Custom Audiences only supported matching for one hashed data type at a time: email address, phone number or mobile advertising IDs. We’ve now expanded the matching capabilities for Custom Audiences to allow real-time matching across multiple data types at once."

Data types available for matching include: Email, Phone Number, Mobile Advertiser IDs, First Name, Last Name, Date of Birth (year,month, date), Gender, City, State/Region, ZIP/postal code, and Country (available this month).

Facebook first released the feature in the Ads API.

Image via Facebook

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.