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Facebook’s performance advertising system lets buyers target users based on identity, location, interests, and Facebook connections, but it doesn’t provide the control to utilize
these targeting parameters on a large scale. To allow companies to build more powerful tools for designing and managing ads, Facebook released an Ads API last fall. One company offering a tool which make it easy to create segment-targeted ads and optimize for specific metrics is Marin Software. A post by Josh Constine in Inside Facebook.

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