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Facebook - Custom Audiences - Match Process
Facebook - Custom Audiences - Match Process
Facebook - Custom Audiences - Match Process
Match Process
Learn how your email address, phone number and Facebook user ID lists are used to build custom audiences in your Facebook account.
1. Audience definition: You segment your known customer base into groups of people you want to target with specific messages or objectives. Each audience is represented by a list of emails, phone numbers or UIDs. Each list should represent a meaningful audience segment. 2. Hashing: When you upload your list into power editor, Facebooks browser-based ad management tool, the tool hashes the list on your own computer. This converts the lists contents into a set of encoded hashes. 3. Upload: The list of hashes is sent to Facebooks servers. Your list of emails or phone numbers is not sent to Facebook. 4. M atch: The hashed list is compared to hashed records in the Facebook system. 5. Custom audience creation: Whenever theres a match, the corresponding Facebook UID is added to the custom audience you created in your account. At the end of this process, matched and unmatched hashes are discarded.
Ad targeting: Your custom audience is stored in your account for use in ad targeting and exclusion. The size of your matched audience is visible in the power editor, along with a reach estimate for any ad targeting you choose. No personal data about the individuals is shared.
More detail on how emails, phone numbers or UID lists are processed:
Youll be given access to the Audiences tool in power editor, Facebooks ad management tool, which is accessed through a web browser. Youll use power editor to process a file of email addresses, phone numbers or Facebook UIDs. When you put a list into power editor, it is hashed using one-way M D5 hashing on your local computer. This creates an encoded version of the list that can't be read directly but can be used to match the advertisers information to Facebook user info. Once the encryption is complete, power editor calls Facebook's API (over a secure HTTPS connection) and sends the list of hashes to begin the match process.
This means that the em ail list will be one-way hashed before being sent to Facebook and will not be read or stored in plain text by Facebook. The hashed information sent to Facebook will not be decrypted.
Facebook's system will compare the hashes with Facebook's one-way hashes to find the people youre trying to reach.
If Facebook recognizes a hash, it adds the associated person to the audience. If Facebook does not recognize the hash, then it is thrown away. All inform ation is discarded after the m atching process.
The format of the hash is "CRC-32" followed by an underscore, followed by MD5 of the lowercased normalized address.
The matched Facebook user IDs will be added to the custom audience associated with your account. Audiences are lists of Facebook user IDs.
If you add or remove people from an existing audience, the system will update within days to the remove the UID from the audience. People youve removed or audiences youve deleted wont be saved on Facebook. This ensures you can remain in compliance with any user opt-outs or other changes to your targeting strategy.
If you give anyone access to your account directly, through account groups, or any future account access structure, they will have access to any audiences youve created in that account, for use in that account.
Facebook won't share your audiences with other advertisers without your perm ission or unless required by law . For more information about how Facebook uses information, please review the Data Use Policy: https://www.facebook.com/about/privacy/advertising