Connect with us

Hi, what are you looking for?

Social Media

Facebook Announces the Removal of Thousands of Ad Targeting Categories Relating to Sensitive Topics


Facebook is taking more steps to align with evolving privacy regulations by removing a swathe of detailed ad targeting options that relate to potentially problematic issues and causes.

As explained by Facebook:

“Starting January 19, 2022 we will remove Detailed Targeting options that relate to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.”

In other words, you won’t be able to target your ads based on topics like ‘World Diabetes Day’ or other health causes, nor will you be able to hone in on elements related to sexual orientation, political beliefs, etc.

Which incorporates a wide range of targeting qualifiers, with Facebook noting that thousands of options will be removed.

For example, right now, when you look to target an audience interested in, say, politics, you have various affiliation-based topics to choose from.

Facebook political ad targeting

Soon, many of those will be no more, which could have a big impact on cause-based marketers, political parties, healthcare brands, and many more.

It could also cause businesses that have made certain issues part of their brand messaging to change their approach. Various studies have shown that young consumers, in particular, are more likely to buy from brands that support causes and movements that they align with, and as such, those businesses have also been able to use this as a marketing angle to connect with these communities. The removal of these targeting elements could change things in this respect.

Advertisement. Scroll to continue reading.

Though you will still have some capacity to target audiences based on similar parameters. Facebook says that brands will still be able to use Engagement Custom Audiences in order to reach people who’ve liked their Page, or Facebook users who’ve watched their videos, while you’ll also be able to use the same as the basis for Lookalike targeting, along with your own email lists.

So, really, targeting based on a lot of these categories will essentially still be available, just not in such a specific form, which will alleviate Facebook of any responsibility for any misuse of such targeting for unintended purpose.

So why the change?

Under the EU’s more stringent consumer data protection laws (GDPR), Facebook technically can’t legally target users based on these parameters without explicit consent from each individual. That law came into effect in 2018, and Facebook has been battling it ever since, but with the broader, global shift towards more privacy, and more data control for users, it seems Facebook has now opted to concede the point, and align with the more specific regulations on such.

Which makes sense, on various fronts, but it’s yet another gradual reduction in the platform’s ad targeting options, which have already been reduced based on other potentially discriminatory factors.

There are still ways around such, and there are still other ways that Facebook’s ads can be used in what would be considered discriminatory ways. But the removal of these specific ad qualifiers will ensure that the company meets its legal requirements, and avoids potential penalties.

It’s essentially another reminder to build up your own first-party data, and gather info on your audience where you can, in order to establish your own focus lists, which you can then segment and target with more control, outside of the apps themselves.

Facebook says that existing ad sets with impacted targeting options will continue to run until Mar 17, 2022, though you may need to update your targeting selections at some stage. Facebook also says that it will provide alternative targeting recommendations within Ads Manager where possible.





Source link

Advertisement. Scroll to continue reading.
Click to comment

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Advertisement

Latest

Social Media

Facebook is taking more steps to align with evolving privacy regulations by removing a swathe of detailed ad targeting options that relate to potentially...

Top Stories

With Facebook and Microsoft engaged in a virtual land grab, is there still a future for the dream of a Metaverse that’s owned and...

Online Business Success

— AFP/File Benchmark KSE-100 index falls over 280 points to settle at 46,348.18 points. Investors turn wary due to a delay in the $6...

Top Stories

Bitwise Asset Management has withdrawn its application for a Bitcoin (BTC) futures-based exchange-traded fund (ETF) amid a number of such products launching in the...

Top Stories

Blockchain data provider Nansen has announced the planned integration of a Solana dashboard to provide extensive insights to institutional and retail investors seeking to...

Technology

Source: Christopher Close / iMore There’s so much to consider when it comes to smart home tech that just getting started can be a...

Social Media

Twitter has announced a new video content deal with ViacomCBS, which will see Twitter host streaming content from the network’s stable of TV shows...

Top Stories

The National Ulema Council (MUI), Indonesia’s top Islamic scholarly body, has reportedly found cryptocurrencies like Bitcoin (BTC) to be haram, or forbidden, by the...

Advertisement

You May Also Like

SEO Guide

Want to rank in Google image search? Images that you use as a featured images when writing a post actually appear on Google Images...

Blogging

In this post, I will discuss the top ten profitable blogging niches ideas for Adsense approval and high traffic. whether you use Blogger or...

Online Business Success

Carrying Credit Card Debt Isn’t Just Bad for Your Budget. It May Also Affect Your Health. The stress of carrying card debt through adulthood...

Technology

Sonos is one of the most popular wireless speaker brands in the world, and for good reason – its range of portable Bluetooth speakers,...

Advertisement