Meta to Remove and Consolidate Detailed Ad Targeting Options
An important note for Facebook advertisers, with Meta announcing that it’ll be removing and/or consolidating some of its detailed ad targeting options, either because they’re not widely used, are too granular, or they relate to topics that “people may perceive as sensitive”.
Meta says that the “sensitive” options relate to interests that target elements aligned with health, race, and/or ethnicity. This decision aims to address the unethical and illegal use of ad targeting options that Meta has faced in the past. However, it could have an impact on advertisers’ process of reaching the right audience for their Facebook and Instagram ads.
Meta hasn’t provided specific details of the categories being removed, but it’s another step away from manual, granular ad targeting, which can be used for discriminatory targeting. While Meta has also improved its automated ad targeting tools, it encourages marketers to use its broad targeting and Advantage+ options, relying more on Meta’s systems, which often drive better performance. Over time, it seems that brands will have no choice but to rely on Meta’s systematic display options.
Impacted advertisers will receive a warning notification in Ads Manager and alternative targeting recommendations from Meta. It’s worth noting this latest change for Facebook and Instagram ads.