Beginning January 19, 2022, Meta will remove audience targeting options for Facebook Ads in four categories.
Save the date for January 19th! Facebook ad campaigns will see audience targeting modifications, according to Meta.
In response to industry pressure, Facebook parent company Meta is sticking to its word and reducing advertiser targeting options.
This is also a sign of a larger trend.
On the one hand, great targeting precision facilitates the creation of highly tailored experiences that allow for relevant and value user interaction.
Simultaneously, when persons are recognized based on their affiliation with social causes, health issues, or demographic factors, there is growing sensitivity.
As a result of this, Facebook is restricting advertising possibilities, making it impossible to target users based on these sensitive criteria.
What's New With Facebook Ads Targeting?
Facebook will delete targeting choices in four key categories, as well as minor areas that are rarely utilized, beginning January 19.
Causes of illness (e.g. breast cancer awareness).
Sexual preference (e.g. LGBT).
Religious groups and practices (e.g. Catholic Church ).
Political opinions, social issues, causes, organizations, or public individuals are all examples of this (e.g. political party or political candidate).
According to Meta's update on the planned adjustments, campaigns can continue to deliver to impacted audience targets until late March 2022.
Furthermore, the adjustments will not be fully absorbed by the Meta ecosystem.
You'll be able to make campaign-level modifications, such as budget amounts or campaign names, without affecting targeting, for ad sets generated before January 19 until March 17.
Edits to the ad set level, on the other hand, will result in audience modifications.
If an ad set is paused before March 17, the new targeting modifications will take effect when it is revived.
It will no longer be allowed to change previous campaigns that use deprecated targeting options after March 17.
You may need to adjust the detailed targeting settings before March 17 in order to make changes at the campaign, ad set, or ad level.
Read a Related Post : In 2022, How Will Facebook Ads Change?
Will Social Advertisers Experience a Greater Impact?
It'll be fascinating to watch whether other social media networks follow suit and change their targeting capabilities as well. Meta has been under more strain than other platforms thus far.
Other social platforms risk facing the same criticism as Facebook if they do not assess and maybe reduce their targeting granularity across critical parameters.
You may probably anticipate them to shift their focus away from personal qualities in the near future.
Meta hasn't said whether it plans to make any further targeting tweaks or if this will be the final one in the near future.
Still, you can rest assured that Meta is paying attention to the increasing vocal feedback, and you may hope that it will continue to do so in the future.
While this has primarily been discussed in relation to social media, programmatic and search advertising suppliers should also be cautious.
Historically, these vehicles have made extensive use of data, which enables for pinpoint targeting and precise insights based on demographic, socioeconomic, and other factors.
In light of the aforementioned changes, these players may be pushed to address the sensitivity of granular ad targeting and reporting (as soon as implications from cookie deprecation gain momentum).
From social challenges arising from profiling to the larger trend of data privacy concerns, advertising platforms and marketers must be prepared to address delicate issues.
