What marketers need to know about Facebook's ethnic affinity ad targeting

PATRICIO ROBLES | November 1, 2016

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Facebook's Ethnic Affinity filter includes options like "African-American," "Asian-American" and "Hispanic" but it does not directly allow marketers to target or exclude users based on race.
Instead, users can be assigned to an Ethnic Affinity category based on their behavior on the social network, such as the Facebook Pages they like.
While in some cases this effectively acts as a proxy for race-based targeting, Facebook does not ask users to identify their race.

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