For example, Facebook uses a custom audience pixel, which is why you might see Zoopla ads on Facebook after you have been on our websites. We use the Facebook pixel to display our ads to Facebook users who’ve previously shown an interest in our website and the products and services advertised on it. We also display our ads to those who’ve shown an interest in certain locations or properties within a particular price range. Or those who’ve shown intent to purchase or rent a property.
Facebook ‘lookalike’ audiences allow us to show ads on Facebook to people who show similar characteristics to those who use our website. ‘Lookalike’ audiences are created using data collected by the Facebook pixel, or in some cases, email address matching, but only on an anonymised and aggregated basis. We do this to make sure we show ads to people who are likely to be interested in them.