Facebook to allow ad targeting by email, user ID and phone number

Facebook appears to be preparing an option for advertisers to target users by email address, user ID or phone number, based on an option that was temporarily visible in the Power Editor tool.

Sources familiar with Facebook’s ad plans previously told us that the company was working with some premium advertisers to target audiences by email address, though we had not heard about the UID and phone number options. These are powerful new opportunities for businesses to reach their existing customers and leads, who may be increasingly difficult to reach through traditional email and telemarketing campaigns. If this test rolls out to all Power Editor users and the Ads API, companies will be able to remarket to people through News Feed and other Facebook ad units.

Some Power Editor users temporarily had access to a new “Custom Audiences” tab today. The tab originally appeared next to the “Page Posts” tab, but soon disappeared. Advertisers can select which type of information they are targeting and then upload a CSV or TXT file with email addresses, user IDs or phone numbers. According to the screenshot above, personally identifying information will be hashed before being uploaded to Facebook, and there are additional terms for using this functionality, though we haven’t been able to read them.

This could explain the “custom user clusters” feature some users saw in the self-serve ad tool temporarily in May. Facebook did not comment on that at the time.

We’ve reached out to Facebook for more information about what we’ve found today.

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20 Responses to “Facebook to allow ad targeting by email, user ID and phone number”

  1. Facebook Bumps Up Its Ad Targeting, Too – Using Your Phone Number and Email Address - Peter Kafka - Media - AllThingsD says:

    [...] InsideFacebook first reported the development this morning, and Facebook now says it will be rolling out the targeting option widely next week. It will give advertisers the ability to use phone numbers, email addresses, and the “UID” code that Facebook users generate when they install apps on the network. [...]

  2. New Facebook ad tech will let advertisers match your Facebook identity with their customer database | VentureBeat says:

    [...] reported by Inside Facebook, some Facebook Power Editor users (Power Editor is an advanced Facebook ad [...]

  3. allfacebook.de | Facebook Ad Targeting: Erste Tests mit E-Mail, UID und Telefonnummer says:

    [...] begonnen das verbesserte “Page Post Targeting” bei vielen Seiten zu veröffentlichen. Wie InsideFacebook.com berichtet wurden im Facebook PowerEditor testweise weitere Optionen zum Targeting frei geschaltet. Unternehmen [...]

  4. Facebook Will Now Target Ads Using Your Email And Phone Number—Here’s Today’s Ad Brief « Money & Business says:

    [...] targeting using people’s phone numbers and email addresses. Inside Facebook reported that the option was temporarily (and probably accidentally) visible in the Power Editor tool. A Facebook spokesperson confirmed with Ad Age that “Facebook may soon allow ad [...]

  5. Facebook To Offer Targeted Ads To Companies Based On Your Email Address And Phone Number | Media Sharing Blog | DADapp says:

    [...] Pages in front of people who have a greater chance of Liking them. They are also able to further target their ads to certain demographics such as age and gender within this group, so if there are certain niche products on promotion, this [...]

  6. Twitter und Facebook bieten gezieltere Werbung an | ZDNet.de says:

    [...] Inside Facebook bemerkte, wurde das Angebot bereits selektiv getestet und war kurzfristig über das Tool [...]

  7. Facebook Rolling Out Targeted Ads Based On Phone Numbers And Email Addresses | SocialSafe Blog says:

    [...] new targeted Facebook ad feature allows businesses to upload hashed copies of their own customer information - such as email [...]

  8. New Advertiser Option Inserts Facebook Into Relationship Between Brands and Customers | Rebecca Murtagh says:

    [...] Inside Facebook was the first to report this feature after it appeared in Facebook advertiser options. [...]

  9. Facebook ads are becoming even more targeted | says:

    [...] users or demographics, as opposed to the more SEO services based PPC Google Ads. Now, some recent reports are stating that Facebook has given access to a new ad customization feature to a select few users. [...]

  10. Facebook ads are becoming even more targeted | says:

    [...] d’utilisateurs, par opposition au service à base plus SEO des Google Ads PPC. Certains rapports récents indiquent que Facebook a donné accès à une nouvelle fonction de personnalisation [...]

  11. Les annonces Facebook deviennent plus ciblees | says:

    [...] d’utilisateurs, par opposition au service à base plus SEO des Google Ads PPC. Certains rapports récents indiquent que Facebook a donné accès à une nouvelle fonction de personnalisation [...]

  12. New Facebook Ad Targeting | Signal Blog says:

    [...] reported by Inside Facebook and Ad Age yesterday, Facebook may soon be allowing companies to use Facebook advertising to reach [...]

  13. The Annoying Thing Facebook Is About To Do With Your Phone Numbers And Emails | Gizmodo Australia says:

    [...] InsideFacebook is reporting that a powerful tool granting premium advertisers access to users’ phone numbers and email addresses, as well as their user ID, has been in development, according to sources familiar with the company’s ad plans. [...]

  14. The week in social: Obama hits Reddit, Wolfram for Facebook and Eastwooding | 1000heads: The Word of Mouth People says:

    [...] More on Inside Facebook. [...]

  15. Facebook display ads targeting by email, user ID and even phone numbers? | George Levy – Breakthrough Digital Marketing Blog says:

    [...] new display ad targeting options, originally reported by InsideFacebook.com, will enable advertisers to show and target their display ads to users based on their email [...]

  16. You May Be A Target On Facebook says:

    [...] An article by Brittany Darwell on August 30 of this year was published at http://www.insidefacebook.com/2012/08/30/facebook-may-soon-allow-ad-targeting-by-email-user-id-and-p… [...]

  17. 5 New Ways to Target Facebookers with the Contact Info You Already Have - Social Marketing Fella Social Marketing Fella says:

    [...] on the email addresses and phone numbers they already have. Inside Facebook first announced the news and it’s since then been confirmed; the relationship between Facebook users and a business’ [...]

  18. Facebook’s Quiet Focus on Behavioral Targeting | FBPPC says:

    [...] Facebook kept mum about the test; the story was broken by Inside Facebook based on an accidental sighting of this new capability within the Power Editor tool, which Facebook [...]

  19. Facebook Adopts Direct Marketing Tactics for Display Ads Brands can now target user IDs, email addresses, phone numbers By Tim Peterson | MiCom Media says:

    [...] begin allowing brands to put ads in front of users who may or may not be their fans on Facebook. As first reported by Inside Facebook, advertisers will be able to target users by user ID, email address or phone [...]

  20. Digital corporate affairs – weekly bits and bytes – Thomas Knorpp says:

    [...] New Facebook ad tech will let advertisers match your Facebook identity with their customer database: Facebook is working on new ad technology that will allow businesses you already buy from, but are not connected with on Facebook, match your email address and your Facebook identity. By connecting their customer records and your Facebook information, companies will be able to market to you better on Facebook … because they’ll know much more about you. Yikes! [...]

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