Facebook expands dynamic ads to help advertisers target users
Facebook has expanded its dynamic ad service to let advertisers target more Facebook users based on their web activity, with the social media giant comparing it to an acquisition tool rather than a retargeting tactic. "It automates the process of who it can show products to," said Maz Sharafi, director of product marketing. Online furniture retailer Wayfair claims the ads are 20% more effective than other types of acquisition advertising.

About two years ago, Facebook launched dynamic ads —the retargeted promos that pop up in newsfeeds after someone looks at a product on a retailer's website or mobile app.

Now the social giant is expanding the format to let advertisers target more Facebook users based on their web activity. For example, someone who has been looking for red dresses across multiple retailers and also likes Facebook posts and pages about dresses could automatically be served an ad for a red dress.