New real-time matching options are now available to marketers in Facebook. Emil has the details.
“Up until the beginning of December, Facebook only allowed for real-time matching for custom audiences based upon one matching option. Since December there are now eleven available to you, with the ability to use any combination of those eleven options.
Data types now available for real-time matching are:
- Phone number
- Mobile advertiser ID
- First name
- Last name
- Date of birth
- ZIP code/Postal code
For those advertisers using Facebook Marketing Partners or the ads application-programming interface, when utilising Facebook’s custom audience ad-targeting tool, you can now use any of those data types.
By being able to match additional data types, marketers will be able to improve their custom audience match rates and extent direct mail campaigns.
All data that is used for matching purposes will follow the existing privacy, security terms and custom audiences terms of service (https://www.facebook.com/ads/manage/customaudiences/tos.php), and will hash everything and then delete the hashed data upon completion of the process.
Detailed information can be found on the Facebook For Developers site”