Facebook announced today a new website and mobile app custom audience feature to be released globally in the coming months. According to the announcement, a select group of test partners are currently using the new feature that allows marketers to place ads in News Feeds of people who have visited their website or downloaded their mobile app:
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.
Facebook says the new feature will work with all of its ad formats and targeting capabilities. For privacy concerns, the announcement noted Facebook’s website and mobile custom audiences code was built so people can control the ads they see.
The announcement clarified that the website and mobile app custom audience feature is similar to the remarketing solutions currently being used by marketers via third-party tools through FBX, but explained, “Marketers will use FBX and website and mobile app custom audiences in different ways.”
Facebook says FBX is better suited for advertisers with a large catalog of products and multiple audiences, while the website and mobile app custom audience feature is a good fit for businesses that “don’t typically work with third parties.”