"ads [...] that target specific consumers" sounds like code for retargeting or custom audiences. But those are just two ad products that Facebook offers. If yo

"ads [...] that target specific consumers" sounds like code for retargeting or custom audiences. But those are just two ad products that Facebook offers. If you want to build brand awareness for bland, forgettable products that people buy offline as I imagine P&G does, you want to blanket ads to broad audiences, not relatively small lists of specific individuals.