Menlo Park, Calif.—Facebook Inc. and Twitter both have introduced enhanced behavioral capabilities to their ad products, enabling advertisers to better target the social sites' users.
Next week Facebook will introduce ad retargeting based on users' email addresses, phone numbers and app user identities. This will enable advertisers to reach Facebook users who are current customers using their own customer data. Businesses won't have access to additional Facebook user data, according to Facebook.
With Twitter, advertisers are now able to target their Promoted Tweets and Promoted Accounts programs to users based on what they follow and retweet. There are 350 interest categories advertisers can choose from, including education, science, law and personal finance, which can be further broken down into additional topics. Twitter also is reducing the minimum price advertisers can bid for an ad campaign to one cent per Promoted Tweet, down from 50 cents.