App Developers Will Soon Be able To Reach Users Outside of Their App on Facebook

Developers will soon be able to reach current users or those who have visited their app but did not make a purchase, through new features being created in Facebook’s Custom Audience marketing program.

Facebook is in the early stages of the new enhanced Custom Audience features and will be rolling them out to a small group of beta testers with plans to offer the new services globally in upcoming months, although no set date has been given.

The service provides the ability to reach people who have visited/downloaded an app or visited a website through the News Feed. Custom Audiences works with all Facebook ad formats and targeting capabilities and was built specifically to help mobile app developers reach their customers on Facebook.

Website Custom Audiences is similar to existing remarketing tools that allow marketers to reach people who previously interacted with their desktop websites. Many marketers already use third-party tools to remarket through Facebook Exchange (FBX).

Facebook anticipates that marketers will use FBX and website and mobile app Custom Audiences in different ways. For advertisers who have a large number of products and advertise to multiple audiences, Facebook advises that FBX is more appropriate. For businesses that don’t typically work with third parties, website and mobile app Custom Audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.

Facebook website and mobile Custom Audiences use code that place on websites or in apps to deliver targeted ads through Facebook Custom Audience