Quick background:

I used to work as a digital specialist for a franchising business. Being that branches were in specific locations, my first instinct was to explore location-based targeting. That's when I got started getting fascinated with all the other targeting capabilities of Facebook ads. It goes beyond geography or demographics. Imagine segmenting target markets but taking it to a whole new level, almost like a dystopian market-economy of sorts.

Allow me to demonstrate what it's capable of doing now:

Let's create a make-believe scenario. So let's say I'm selling something and I want to sell it in BGC because I work there and it's more convenient for me. Location targeting is very important. And it gets crazier. Facebook has evolved its targeting to go beyond geographic and really target behaviors and even beliefs. Check it out for yourself.