Facebook is rolling out a new mobile ad platform that will allow brands to use the company’s digital advertising technology to create and manage social media campaigns.
Key points: Facebook has been trying to improve its ad-targeting capabilities over the past yearThe platform, called Facebook Ads, will allow businesses to make ads targeting specific users using social media content and mobile dataThe platform is expected to launch this summerAdvertisers can opt into the new platform by creating a Facebook account and uploading some data from Facebook’s data platform, Facebook Analytics, to their account.
The ad-tracking platform will allow Facebook to use its own proprietary algorithms to find the best audiences for specific brands, and to target advertisements to those audiences.
“It’s the kind of tool that has been around for years and that we’ve tried to improve over the last year,” Facebook chief marketing officer Matt Kramer told ABC News.
“There are lots of examples in the advertising space of this, but there is an opportunity here.”
Facebook has been working on this new platform for about a year and will roll it out this summer.
It is expected that the platform will help businesses target ads to specific users on Facebook, which will then be able to use data from the company to determine which brands should be featured in their campaigns.
Kramer said that Facebook had been working closely with advertisers to develop the new product and that it would make it easy to use.
“The core features of the platform are designed to help advertisers target their campaigns to audiences, and allow for targeted advertising,” he said.
“We’re working to make it really easy to integrate it into existing businesses and build a robust platform that helps us all succeed.”
Facebook said the new advertising platform would be made available to businesses for free, with no upfront cost.
“In the coming months we’ll be rolling out additional features for businesses to help them better use Facebook Ads,” a Facebook spokesperson said.
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