In a significant move for Facebook advertisers, Meta has announced the removal or consolidation of detailed ad targeting options. This decision, effective from January 15, 2024, aims to eliminate options deemed sensitive, especially those related to health, race, and ethnicity. Ad sets with affected targeting options will run until March 18, 2024, requiring advertisers to update their selections.
The move aligns with Meta's commitment to address ethical concerns surrounding ad targeting misuse. While specific categories aren't disclosed, it signifies a step away from manual, granular targeting, known for potential discriminatory use. Despite challenges, Meta emphasizes broad targeting and Advantage+ options, urging marketers to rely more on its automated systems.
The shift prompts advertisers to reconsider their strategies and explore alternative targeting methods. Meta assures impacted advertisers will receive notifications in Ads Manager, guiding them through necessary updates and offering alternative targeting recommendations where possible. Stay tuned for the evolving landscape of Facebook and Instagram ads as Meta continues refining its ad targeting approach.