Today’s post is by Zach Greenberger, CEO of adMixt.
Facebook released changes this week to their popular targeting feature, Custom Audiences (described in detail here). These changes work to improve the usability of the feature and make it easier for advertisers to manage their custom data.
Previously, Custom Audiences existed in a single ads account. For advertisers with multiple accounts (one for social campaigns, and one for e-commerce, for example) this meant maintaining two sets of data. But with yesterday’s release, Facebook enables applications using their Ads API to grant permission to additional ads accounts and share Custom Audiences between accounts.
To further ease the overhead of maintaining data from multiple Custom Audiences, Facebook has enabled a universal opt-out process. Now, advertisers can submit lists of user data to one endpoint in Facebook’s Ads API and have those users removed from all Custom Audiences connected to the ads account.
To take advantage of these new capabilities, consult your Ads API-enabled tool, or contact a Preferred Marketing Developer. Your ads account needs to be white-listed to enable Custom Audience sharing. A PMD or Account Manager can help you with that.
- Zach Greenberger is the Founder and CEO of adMixt, a Facebook Preferred Marketing Developer focused on performance marketing.