Dive Brief: 

• The social site will start showing data-heavy ads like videos to users with 4G connections, and run light-bandwidth ads for those on 2G. 
• One of the benefits of signal targeting is in part due to Facebook's many mobile users in developing countries like South Africa and India, who have often have lower-end devices.
• Signal-targeting ads are available across all of Facebook ad units and works in conjunction with other targeting options. 

Dive Insight: 

If a user is running on a 2G connection and Facebook tries to show them a video ad, it will slow down the user's Facebook experience — causing them to abandon the app. Easier access is to Facebook, ads included, will mean frequent eyes on ads for longer periods of time—which is what advertisers ultimately want.