More matching capabilities with Custom Audiences

On Monday, November 23, we enabled Facebook Marketing Partners and marketers that leverage the Ads API to match on multiple data types at once to increase the coverage and accuracy for data file Custom Audiences. By expanding the Custom Audience matching capabilities, marketers will see increased match rate (coverage) while maintaining the 1:1 match accuracy. Any data used for matching will still be hashed and all hashes will be deleted after the matching process.

Prior to this change, Custom Audiences only supported matching for one hashed data type at a time: email address, phone number or mobile advertising IDs. We’ve now expanded the matching capabilities for Custom Audiences to allow real-time matching across multiple data types at once. The following data types will now be available for matching:

Email, Phone Number, Mobile Advertiser IDs, First Name, Last Name, Date of Birth (year,month, date), Gender, City, State/Region, ZIP/postal code, and Country (will be available in December).

We’ve released this feature first in the Ads API. There is no change to privacy, security, or the Custom Audiences Terms of Service with this release. This will help marketers that want to improve their Custom Audience match rates and extend direct mail campaigns. For more information, please check out our API documentation for advanced matching.