Facebook Inc (FB) Launches Expat Targeting Tool For Marketers

Facebook Inc (NASDAQ:FB) is now offering a new system that lets marketers specifically target expatriates.

In a post on the Facebook for Business site, the social network said that the new system will let marketers connect better with the 92 million expats who are using the social network.

“Marketers can now connect with expats living within a given country (like expats living in Brazil) and expats originating from a specific country (like people born in Brazil living abroad). Nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India,” the company announced.

Facebook Inc (NASDAQ:FB), however, did not disclose when nationality-specific targeting will be available for other nationalities. It did say, however, that expat targeting is now available worldwide in all Facebook ads interfaces, including the API. Essentially, marketers can use the new tools provided by the world’s largest social network to target expats with the specified nationalities now.

Facebook Inc (NASDAQ:FB) made a point to stress that its new feature that aims to help marketers should not worry users of the company’s services.

“Like all Facebook products, this new targeting capability is built in a privacy-protective way. We don’t share information with advertisers that tells them who a person is,” the company said.

Facebook Inc (NASDAQ:FB) gave an example of a successful trial for the expat targeting tools. It said that Etihad Airways used the system to connect with 27 million Hindus who are living outside India and are on Facebook. The airline reportedly connected with 53,600 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.

Steve Cohen’s Point72 Asset Management owned about 2.35 million Facebook Inc (NASDAQ:FB) shares by the end of the December quarter, a 524% increase quarter over quarter.

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