The knowledge of audiences built by Facebook is defined based on declarative, behavioral, and social demographic data. This data is collected across all applications which belong to Facebook such as Instagram, Messenger, etc. The tracking pixels installed on websites of brands and organizations which have a Facebook ad account are also taken into account when building these audiences. The data collected by Facebook goes beyond only the limits of use of social networks, in fact it comes from global digital activity which permits a fairly complete understanding of a target audience, with its specifics and its differences.
