In late 2021, Meta (still trying to get used to that) announced plans for Facebook Ad Manager to phase out several audience targeting options. Part of this is in response to increase privacy demands by consumers and their concerns about what of their information is tracked and how it's used.
If you're not familiar with the detailed targeting options, they're ad options advertisers can set for ad campaigns based on users’ personal interests and behaviors. Examples include health, including select awareness, prevention, and treatment topics, religious beliefs, sexual orientations, political affiliations, and race and ethnicity.
Meta said it plans to remove audience targeting because "they’re too nuanced or too similar to other common options," according to an article by socialmediaexaminer.com.
The article adds, "But motives for eliminating the other topics are more complex. Essentially, Meta has attempted to balance advertisers’ ability to target highly personal interests with users’ expectations of what advertisers know about them.
"In consultation with policymakers and civil rights experts, Meta determined that many topics related to health, religion, and the other targeting options listed above are too sensitive for advertisers to target. The platform aims to prevent advertisers from taking advantage of these targeting options or creating negative experiences for affected groups."
These changes have been rolled out in moderation since the beginning of 2022.
To learn more about these changes, what the impact will be and how to adjust, click here.
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