Beginning in the last quarter of 2011, Facebook gave marketers using its self-service ad-buying platform the option to target Latinos in the U.S. solely based on their ethnicity. This marks the first time Facebook has allowed marketers a direct means of targeting ethnic groups.
Currently the only subset option in the “ethnic” tab are “Hispanics,” other ethnic groups are expected to follow.
In the past ad buyers targeting Latinos had to play a guessing game using a combination of zip codes, Census data and designated market areas (DMAs) with a high concentration of Latinos to deliver the ads. They have also targeted users who have ‘liked’ Facebook pages of Latino-focused brands such as Univision, Telemundo, and CNN en Español.