How communicators can use Facebook’s custom audience tool

Facebook has removed some third-party programs for targeting audience segments. Here’s how organizations can forge ahead with the social media giant’s native tools.

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Facebook recently removed third-party ad targeting segments, which were built into the Advanced Audience page.

Called Partner Categories, these segments included supplemental material from Experian, Axciom, Oracle Data Cloud and other sources of personal data. While these tools were considered helpful means for targeting users based on their offline activity, there are other robust tools within Facebook that enable organizations to take advantage of their first-party data in targeting the right audiences.

If your business has been affected by these recent changes, know that all is not lost—there are ways you can continue to engage your audience with Facebook’s Custom Audiences tool.

Attracting more customers is possible using the Custom Audience tool.

Marketers can target ads to the audience they’ve created on Facebook, Instagram, or Audience Network. Building custom audiences based on your first-party data such as past customer lists provides many advantages, including:

If you have never built custom audiences, you may be wondering where to find the necessary information. Fortunately, custom audiences can be built with data you already have. Here are a few custom audience sources to consider:

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