Advertisers are always out to glean as much data from web users as possible. Facebook is one of those advertisers that targets ads at its users using information from profiles. The social networking giant has announced that it has expanded those targeting capabilities with the roll out of Audience insights.
Audience Insights gives Facebook the ability to target users based on metrics like demographic traits, geography, and their purchase history. Facebook says that before the roll out of Audience Insights it only offered advertisers an audience estimator tool.
Facebook can now track the user's age, gender, lifestyle, education, relationship status, job roll, and household size. Some of the user's tastes and tendencies are gleaned from the pages they like.
"Previously, we just had the targeting options in the 'create tool' that had an audience estimator," a Facebook spokeswoman explained on Thursday. "Now, with Audience Insights, these capabilities are actionable so advertisers can understand the reach of these capabilities, as well as how big the targeting groups are."