Facebook Expands Partner Categories Tailored to Retail

Facebook (Nasdaq: FB) announced Wednesday, Nov. 6, that it has doubled the number of partner categories in order to give marketers more options to tailor their ads using additional categories in retail.

The feature, which premiered in April, gathers Facebook users' online purchasing histories and location to tailor and target ads across specific audience segments using third-party data. The service debuted with 500 categories, which is now being doubled to over 1,000 categories, Facebook announced.

The increased number of partner categories include ones in retail, such as active buyers of women's accessories, sports and outdoor products, or tools and electronics.

"The goal of partner categories targeting is to give brands the ability to reach people who have expressed interest in their type of brand or product/service," stated a Facebook post Wednesday.

As an example, Facebook said automaker Hyundai (Grey Market:HYMTF) recently used the feature to reach prospective car buyers, resulting in the sale of 2.1 times more cars to those users.

For more see:
This Marketing Land article
This WebProNews article

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