January 19-Save the date! Meta announced that Facebook advertising campaigns will change audience targeting.
In response to industry pressures, Facebook’s parent brand Meta has fulfilled its earlier promises and will reduce the targeting settings of advertisers.
This also heralds a broader trend.
On the one hand, a high degree of aiming accuracy supports the creation of Highly personalized experience, Allowing relevant and valuable user interaction.
At the same time, when people are identified based on the affiliation of social reasons, health status or demographic characteristics, sensitivity is also rising.
With this in mind, Facebook therefore restricts advertising options and no longer allows targeting based on these sensitive parameters.
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What happened to Facebook ad targeting
Starting on January 19, Facebook will remove four main categories of targeting options and rarely used market segments.
- Health reasons (E.g. breast cancer awareness).
- Sexual orientation (For example, LGBT).
- Religious customs and groups (For example, the Catholic Church).
- Political beliefs, Social issues, careers, organizations or people (such as political parties or political candidates).
Meta update As mentioned in the upcoming changes, until late March 2022, campaigns can continue to be targeted to affected audiences.
In addition, these changes will not be fully propagated through the Meta ecosystem.
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For ad groups created before January 19th, you can edit at the campaign level, such as Budget amount Or the name of the campaign will not affect targeting until March 17.
However, editing at the ad group level will trigger an audience change.
Similarly, if an ad group is suspended before March 17, when it is reactivated, the new targeting changes will take effect.
After March 17th, you will no longer be able to edit previous campaigns that took advantage of deprecated targeting settings.
To be able to make changes at the campaign, ad group, or ad level, you may need to modify detailed targeting settings before March 17.
Will it have a wider impact on social advertisers?
It will be interesting to see if other social media platforms will follow suit and adjust their positioning capabilities. So far, Meta has been under more pressure than other platforms.
No need to review and may reduce their Positioning granularity Beyond sensitive standards, other social platforms may be subject to the same censorship as Facebook.
You might expect that in the near future, they will also narrow down their targets for personal characteristics.
Meta has not yet indicated whether it envisages further target adjustments, or whether this is the only adjustment for the foreseeable future.
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However, you can be relieved that Meta is responding to more and more voice feedback, and hope that it will continue to focus on further developments.
Although this first appeared in the context of social media, programmatic and search advertising providers should also be careful.
Historically, these vehicles have made full use of data, can achieve high levels of positioning accuracy, and use demographic, socioeconomic, and other parameters to provide fine-grained insights.
If these participants do not directly address the sensitivity of fine-grained advertising targeting and reporting based on the above developments, they may be forced (once cookie deprecation Growth momentum).
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From the social issues caused by analysis to the larger trend of data privacy issues, both advertising platforms and advertisers need to be prepared to deal with sensitive topics.
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Featured image: Jirsak/Shutterstock
