The process begins when you buy something, either online or in a store. The retailer may retain information about you from the purchase.
If that retailer has an ad partnership with Facebook, it sends Facebook your email, phone, name, zip, city, state, country, date of birth, gender, and age, or fragments of that information, according to a Facebook spokesperson.
Facebook only needs a few data points from retailers in order to create a "custom audience," or a group of users it determines have shopped at that retailer.
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