Sources familiar with Facebook’s ad plans previously told us that the company was working with some premium advertisers to target audiences by email address, though we had not heard about the UID and phone number options. These are powerful new opportunities for businesses to reach their existing customers and leads, who may be increasingly difficult to reach through traditional email and telemarketing campaigns. If this test rolls out to all Power Editor users and the Ads API, companies will be able to remarket to people through News Feed and other Facebook ad units.
Some Power Editor users temporarily had access to a new “Custom Audiences” tab today. The tab originally appeared next to the “Page Posts” tab, but soon disappeared. Advertisers can select which type of information they are targeting and then upload a CSV or TXT file with email addresses, user IDs or phone numbers. According to this screenshot , personally identifying information will be hashed before being uploaded to Facebook, and there are additional terms for using this functionality, though we haven’t been able to read them.
This is just about giving advertisers more targeting options, Facebook says — businesses won’t have access to any additional user data.
Facebook’s spokesperson says the feature has been in private testing, and that in one early campaign, a financial services company was able to double its fan base in two weeks, at a lower cost-per-fan than ever before. Which makes sense — the company was reaching out to people who were probably fans already, just not in the Facebook sense.
Starting next week, this targeting feature will be available to all “managed” advertisers (i.e., the ones who receive support from Facebook).