- Facebook rolled out changes to search functions this week and opened access to its third-party targeting data in Partner Categories to all U.S. advertisers.
- The search changes allow for better targeting by location (more specific local options), demographics (domestic partnership and civil unions), interests, and behaviors (offline purchases).
- Most notable is the addition of job title targeting, which will open new doors for B2B marketers looking to recruit somewhere other than LinkedIn.
The wealth of data Facebook is sitting on is impressive and sometimes overwhelming. The new search and targeting functions show the social network is continuing to find new ways to harness that data for the benefit of advertisers. It will be especially interesting to see if job title targeting actually benefits B2B recruiters, as well as if it has an impact on LinkedIn's business.