With its “Custom Audiences” tool, Facebook promises advertisers to target both existing and potential customers directly. However, the ability of Facebook Custom Audiences to let advertisers reduce wastage when deploying their ads is just one side of the coin. The other is the fact that, ever since it was launched back in 2014, doubts have been raised as to the tool’s compliance with privacy laws, in particular by the Bavarian Data Protection Authority (BayLDA). read more
