In announcing Facebook’s $19 billion acquisition of WhatsApp Wednesday, CEO Mark Zuckerberg assured that the messaging app with 450 million users would remain ad-free. By contrast, the social networking giant on Thursday unveiled deeper targeting options to bolster its burgeoning ad business that made the WhatsApp purchase possible.
The expanded options being rolled out to all Facebook advertisers through the self-serve and Power Editor tools in the coming weeks span the four main types of targeting: location, demographic, interests and behaviors.
When it comes to location, marketers will now be able to build campaigns around any combination of geographies such as country and city (France and London), country and state (New York and Canada), state and city (California and Las Vegas), and state and ZIP code (U.S. only). That would allow a retailer, for instance, to show ads to people who live near brick-and-mortar locations.
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