Facebook’s latest targeting update will significantly impact advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2022, 5:55 PM GMT+0

Meta for Business announced last month that it would remove certain ad targeting options and expand ad controls.

Based on Facebook’s latest update, advertisers would not be able to target more specific groups or events. According to Facebook, this update was designed to “better match people’s evolving expectations of how advertisers may reach them on [Facebook] and address feedback from civil rights experts, policymakers and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

The company recently removed detailed targeting options related to potentially sensitive topics like causes, organisations or public figures related to health, race or ethnicity, political affiliation, religion or sexual orientation. Facebook’s move towards more ethical targeting will significantly impact organisations, especially advertisers trying to generate positive societal change.

However, Facebook’s latest update could also impact smaller charities with a low marketing budget. So, the social media company has offered some alternative options for advertisers to use its owned data through custom audiences. For instance, customer lists from a custom audience can target specific individuals.

To be prepared for these changes – that are expected to be launched on 19 January – advertisers must begin testing and learning different combinations of strategies. Additionally, advertisers should also ensure their creative is attention-grabbing and supports their marketing objectives.

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