In this case they used Custom Audience Targeting which is different to what's used in the paper. CAT is advertising based on a list of personally identifiable information about your "targets" that you supply, which can include user IDs, phone numbers, e-mail addresses, etc. I can't confirm but suspect no limit is required for this since you already have their personal data.
As an aside, an interesting use of this system I've seen in the Internet marketing world is to buy e-mail or phone number lists from list vendors and use them to create custom audiences in Facebook. You can't e-mail them because that's spam and you'll be busted very quickly, but using them as fodder for custom audiences on platforms like Facebook is a way of laundering the info, in a sense. (I've not tried it myself but thought the idea was clever.)