Facebook has rolled out Comscore Markets® in Ads Manager — a new location-targeting option that parallels Nielsen DMAs® (Meta for Business). Comscore Markets are ZIP code–based definitions used widely in TV and digital media, and now advertisers can align those same market segments directly in Facebook campaigns.
Why It Matters
For years, TV and digital measurement frameworks have been siloed. With Comscore Markets baked into Ads Manager, advertisers can plan campaigns with cross-channel consistency — finally syncing digital buys with traditional media regions.
This is particularly valuable in hospitality and travel marketing, where regional targeting often underpins campaigns. A luxury resort might target “New York Metro” consistently across both TV and Facebook, aligning brand recognition with direct conversion campaigns.
What Marketers Should Do
- Audit your geotargeting. Look for overlaps between TV/radio markets and Facebook targeting.
- Align cross-channel reporting. Standardizing markets across platforms simplifies ROI analysis.
- Plan local activations with precision. From restaurant launches to regional events, aligning Comscore Markets ensures reach matches audience behaviors..
Final Word
This is a subtle but powerful update. For performance marketers, the real win is less about new targeting options and more about streamlined cross-channel alignment.
