Facebook is starting to allow advertisers to target ads based on the strength of cell reception. This new feature of its ad platform will give advertisers the option distinguish the type of ads they serve—a text-based ad for someone in a remote area with weak reception; a lush video ad for someone in the city covered by strong LTE network. This will not only increase the overall effectiveness of Facebook’s mobile ads, but is also expected to help Facebook’s efforts in emerging global markets where advanced cell networks are not yet common.