Meta has recently announced that it will be streamlining its ad targeting options. This means that some detailed targeting options will be removed or consolidated. The rationale behind this decision is that these options are either not widely used, too specific, or touch on sensitive topics. Meta has provided further details on this matter.
“Starting January 15, 2024, we’re removing or consolidating some detailed targeting options that relate to topics people may perceive as sensitive. Existing ad sets with impacted targeting options will continue to run until March 18 2024, but will require you to update your targeting selections. After this date, we will stop delivering ads to the discontinued detailed targeting options, and impacted ad sets may be paused.”
Meta indicates that the "sensitive" options pertain to interests that target elements related to health, race, and/or ethnicity. This aligns with the challenges Meta has faced in the past regarding unethical and illegal use of its ad targeting options. Consequently, it may impact your approach and the effectiveness of delivering Facebook and IG ads to the appropriate audience.
Although Meta hasn't provided specific details about the categories being removed, it's difficult to gauge the potential impact and the extent of the forthcoming changes. Nevertheless, this represents another step away from manual, detailed ad targeting, which can be exploited for discriminatory purposes. For instance, while targeting based on race is prohibited, it's still possible to target users residing in specific regions, which could potentially yield similar outcomes. Due to this dilemma, Meta can't completely eradicate all forms of questionable audience targeting. Over time, Meta has also enhanced its automated ad targeting tools, resulting in more limitations when it comes to offering advertisers manual options.
Meta encourages marketers to utilize its broad targeting and Advantage+ options instead. These options rely more on Meta's systems and often yield better performance by displaying ads to users who may not have been directly targeted. Consequently, as Meta continues to remove various targeting categories, it may be more advantageous to rely on its systematic display options. Eventually, this could potentially become the sole choice for brands.
It is worth noting that Meta will notify impacted advertisers in Ads Manager if any campaigns require updating following the implementation of these changes. Meta will also provide alternative targeting recommendations whenever possible.
