Facebook tweaked its Custom Audiences feature on Tuesday to let businesses target consumers who have visited their websites or downloaded their mobile apps.
For instance, the feature, which will roll out in the coming months, will let a bike shop target a News Feed ad of someone who has gone on the company's website and started to assemble a bike. The ad can encourage the consumer to continue. In another example, the maker of a mobile travel app can deliver ads to people who have downloaded its app but haven’t used it recently. The ads can encourage such consumers book getaways within the app.
To allow for such targeting, marketers use a code on their website or in mobile apps.
For consumers, the change means their feed will be filled with more "interest-based ads." Amazon is perhaps the best-known proponent of such ads, which run on sites outside of its network and remind users of books and other items they have recently browsed on Amazon. Google rolled out interest-based advertising in 2009.
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Image: Getty/Pornchai Kittiwongsakul
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