Almost two years after Facebook rolled out a way for advertisers to retarget people checking out products on their sites, the social network is adding the ability to extend that retargeting to people checking out products on other brands’ sites and apps as well as their Facebook followers.
Facebook’s Dynamic Ads can now be used to retarget people who check out a product on any site or app that lets Facebook track its audience as well as people who like a relevant Facebook Page or interact with a relevant ad on Facebook.
The change broadens Facebook’s Dynamic Ad format beyond basic retargeting. Whereas before an ad simply promoted a pair of shoes to people who had looked at the item on an advertiser’s site, now the advertiser could promote a pair of shoes to people who had looked at some high-tops on other shoe retailers’ sites or likes a Facebook Page dedicated to sneaker culture.
As a result, the ads can now get a brand in front of potential new customers rather than echoing out to people who already may be customers. But that also means the ads offer a new way for brands to poach rivals’ customers.
Brands can already use different ad-targeting options on Facebook to get in front of people who may be a competitor’s customer. But Dynamic Ads gives them a more direct way to turn that competitor’s customer into their own.