Introducing the last three trending news stories of summer 2017. Retailers now have the ability to track and target consumers who have physically visited their stores through improved advertising tools on Facebook. After discovering discriminatory advertising loopholes in its system, Facebook has removed the option to target people based on employment and education. Pinterest is introducing 5,000 new interests for advertisers to choose while targeting their audience.
Facebook’s new tools aim to bridge the gap between online and offline interactions. Retailers can now target or exclude consumers who recently visited their physical store locations in Facebook ads. The new tool also allows retailers to use data to create target demographics that accurately reflect recent store visitors.
Pinterest is making more of its native algorithm available to advertisers as a tool to help with ad targeting. Pinterest calls this algorithm its Taste Graph, and it’s traditionally been used on the site to suggest organic content. 5,000 interests in the Taste Graph are now targeting options for Pinterest ads.
Targeting options for advertisements, namely education, employer and job title, have been temporarily removed from Facebook. It was recently discovered that these open-ended profile descriptions were being used as a way to target discriminatory and hateful audiences. Facebook is currently in the process of identifying a permanent solution.
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