Observed Signal · Aug 11, 2017 · Glossary Entry · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Facebook Custom Audience Definition
Facebook Custom Audience is a targeting group built from your own data sources—such as customer files, website traffic, app users, and other inputs—that can be reached with ads on Facebook, Instagram, and the Audience Network. From a Custom Audience, advertisers can generate a Lookalike Audience to reach people with similar profiles. In Facebook’s Ads Manager, audiences are created under Audiences; a Custom Audience can be built from four options: a customer file (CSV uploads of email addresses hashed and matched with Facebook profiles, with optional direct feed from Mailchimp), Website Traffic via the Facebook Pixel, App Activity, or Interactions (engagement with pages, videos, lead forms, events). Data is hashed using SHA-256 before transmission to Facebook, which then attempts to match hashed values. The article notes privacy considerations, citing a Bavarian data protection authority stance that Custom Audiences are problematic because data is pseudonymized and consent may be required for transmission.
Glossary entry with moderate relevance to AdTech privacy/identity topics.
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Key Takeaways & Evidence Grounding
- Custom Audiences can be created from customer data, website traffic, app activity, or interactions.
- A Lookalike Audience can be generated from a Custom Audience.
- Custom Audience data is hashed with SHA-256 before sending to Facebook.
- Emails can be uploaded as CSV or fed from Mailchimp for matching.
- Privacy concerns are raised by the Bavarian Data Protection Authority; data is considered pseudonymized and consent may be required.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Intuit Faces Securities Fraud Lawsuit
Rosen Law Firm reminds Intuit Inc. investors of the September 8, 2026 deadline to become lead plaintiff in a securities class action lawsuit. The lawsuit alleges that Intuit made misleading statements about its growth prospects and the performance of Mailchimp, its email marketing platform. Specifically, the complaint claims that Intuit concealed competitive pressures from generative AI and that Mailchimp was not achieving the turnaround to double-digit growth as touted. The class period spans February 25, 2025 to June 1, 2026. Investors who purchased Intuit securities during this period may be eligible for compensation. The deadline to move the court to serve as lead plaintiff is September 8, 2026. The lawsuit is ongoing and no class has been certified yet.
German Federal Court Hears Cookie Storage Liability Case
Germany's Federal Court of Justice (BGH) is hearing a case on whether a technology and analytics company is liable for storing cookies on users' devices without consent on third-party websites. The plaintiff seeks damages, with lower courts awarding €1,500 and then €100. The case centers on the interpretation of the TDDDG. A ruling is not expected immediately. Legal experts say a BGH confirmation of the lower court's view would require companies to implement technical and organizational measures beyond contractual assurances to prevent unauthorized cookie placement. Meanwhile, the EU Commission proposed in November 2025 to reduce cookie banner pop-ups by allowing users to store preferences on their devices. The proposal faces scrutiny in the European Parliament and Council, with consumer advocates concerned about member states' resistance.
Apple Safari Blocklist Pushes Publishers to Trusted Server
Apple's latest software update has started blocking ad tech companies that track users for targeted advertising in Safari, prompting publishers to urgently revisit IAB Tech Lab's Trusted Server. This server-side solution moves ad auctions from users' devices to publisher-controlled servers, bypassing Apple's blocklist. Publishers like Paradium have already adopted it, while others are evaluating their options. The move highlights Apple's growing control over digital advertising, raising concerns about market power and the impact on publisher revenue. As Apple expands its own ad business, the blocklist underscores the shifting power dynamics in the ad tech ecosystem.
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