- An important note for Facebook advertisers: Meta will be removing and/or consolidating some of its detailed ad targeting options that are not widely used, too granular, or relate to sensitive topics.
- Starting January 15, 2024, impacted ad sets with the removed targeting options will still run until March 18, 2024, but updates to targeting selections will be required.
- The sensitive options being removed relate to interests targeting health, race, and/or ethnicity, as Meta aims to address past unethical and illegal use of ad targeting options.
- While specific categories being removed have not been disclosed, Meta is moving away from manual, granular ad targeting, favoring broad targeting and Advantage+ options that rely more on its systems.
- Advertisers are encouraged to rely on Meta’s systematic display options, as Meta continues to improve automated ad targeting tools.
- Impacted advertisers will receive a warning notification in Ads Manager and alternative targeting recommendations will be provided where possible.
Facebook Advertisers Beware: Meta to Remove and Consolidate Detailed Ad Targeting Options
An important note for Facebook advertisers: Meta, the parent company of Facebook, has announced plans to remove and/or consolidate some of its detailed ad targeting options. These changes are being implemented to address concerns over the unethical and illegal use of ad targeting options in the past. Starting from January 15, 2024, impacted ad sets with the removed targeting options will continue to run until March 18, 2024. However, advertisers will be required to update their targeting selections. The targeting options being removed are those related to interests that target elements aligned with health, race, and/or ethnicity. While Meta has not provided specific details of the categories being removed, this move signifies a step away from manual, granular ad targeting, which can be used for discriminatory purposes. Meta encourages advertisers to utilize its broad targeting and Advantage+ options, which rely more on Meta’s systems and often deliver better performance by reaching users that may not have been targeted manually. As Meta continues to improve its automated ad targeting tools, it is likely that manual options will become more restricted over time. Impacted advertisers will receive a warning notification in Ads Manager to update their campaigns, and alternative targeting recommendations will be provided by Meta where possible.