Facebook Looks to Offline Actions for More Relevant Ads

Facebook Looks to Offline Actions for More Relevant Ads

A glimpse behind the new retargeting tools

An interview with:
Gabriel Francis
Team Lead, Product Marketing Manager, Offline Sales
Facebook

In September, Facebook released Custom Audience retargeting tools based on offline actions, such as store visitation or in-store conversions. eMarketer’s Yory Wurmser spoke with Gabriel Francis, Facebook’s team lead and product marketing manager for offline sales, about how marketers are using these tools. Francis was interviewed as part of eMarketer’s May report, "O2O Measurement and Marketing 2018: How Location Tracking, Identity Graphs and In-Store Metrics Are Improving Online-to-Offline Capabilities."

eMarketer:

What prompted Facebook to create these tools?

Interview conducted on January 17, 2018