Since Facebook doesn't ask people to self-identify as a particular race, a campaign like Universal's uses what are called "affinity" groups. To construct an "African-American affinity segment," Facebook would look at indicators like whether someone was a member of an African American Chamber of Commerce Facebook group. When many of these indicators are taken into account simultaneously, it allows Facebook to define the "affinity" segment.
Bet They Missed This One _The HatePup Affinity Segment
RE: Bet They Missed This One _The HatePup Affinity Segment
lola_ice: Dude in the hat sayin' smells like wet dog farts