Advertising networks can now target ads on social media by using custom content on their ads.
The new policy, announced Wednesday, comes amid heightened competition between advertisers and digital platforms for digital advertising dollars.
In an effort to expand their reach, social networks and ad networks have increasingly begun offering a number of ad-targeting tools to help advertisers get a better grasp on the online audiences they need to reach.
As part of the move, Facebook, Google, Microsoft, Amazon and others have all announced that they would begin allowing users to add custom ad content to their content to help them target their ads more effectively.
The company that owns the popular news website Reddit, for instance, announced it would allow advertisers to place an image or video that appears in the top right of their content that contains their brand image.
The new feature, called custom ad placement, is only available on sites that use the popular photo-sharing platform Instagram.
The move by Facebook, which owns the social network, comes as a result of competition between the social media platforms for advertising dollars, which have seen a massive increase in traffic.
In its latest quarterly results, Facebook reported a 10% year-over-year increase in revenue, or about $6.3 billion.
Google, which is the world’s biggest social media platform, reported a 9% year over year increase in revenues, or $5.4 billion.