Jun 28, 2017

Facebook is creating household ad targeting

AP Photo/Desmond Boylan

Facebook is rolling out new advertising features that will let marketers target entire households, ahead of the holiday ad campaign planning season.

The update, announced at a breakfast for reporters in NYC, is building off the notion that multiple members within a household can influence purchasing decisions. To accompany the update, Facebook will also provide new reporting to measure household impact, like reach, frequency and conversions.

Why it matters: Most digital advertising targets individuals based on IP addresses, leaving household targeting to TV.

Other updates: The company also announced new ad updates that will allow retailers to upload product catalogues to Facebook's database, so the company will automatically tailor ads with different messages to different people based on their interests. These ads will also include new customizable stickers that can include rate or discount information about the products.

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Illustration: Sarah Grillo/Axios

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