Sunday, 29 June 2025
28.5 C
Singapore
28.5 C
Thailand
20 C
Indonesia
28.7 C
Philippines

Meta to simplify ad targeting options

Meta announces removing and consolidating specific ad targeting options from January 15, 2024, to address sensitivity and usage issues impacting Facebook and Instagram advertisers.

Meta, the parent company of Facebook, has announced significant changes to its ad targeting options. Starting January 15, 2024, Meta will remove or consolidate some of its more detailed ad targeting choices. This change is primarily due to these options needing to be more specific and potentially sensitive.

Understanding the changes

Meta explained that the upcoming changes aim to eliminate targeting options that could be seen as sensitive, particularly those related to health, race, and ethnicity. This move is understandable, considering Meta’s previous challenges with unethical and illegal ad targeting practices.

Existing ad campaigns using these detailed targeting options can continue until March 18, 2024. However, advertisers must update their targeting selections by this date. After March 18, Meta will halt ads that use discontinued targeting options, and affected ad sets may be paused.

Impact on advertisers

Meta has yet to disclose the exact categories being removed, making it challenging to gauge the full impact of these changes. This shift indicates a move away from manual, detailed ad targeting, which has been misused for discriminatory purposes.

Meta’s focus is now on broader targeting and Advantage+ options. These rely more on Meta’s algorithms and are believed to yield better results by reaching audiences that advertisers might not have targeted manually.

Future of ad targeting on Meta platforms

This development suggests that Meta is gradually moving towards exclusively offering systematic display options for ad campaigns. Advertisers should take note of this shift in their Facebook and Instagram ad strategies.

Meta has assured that affected advertisers will receive a warning notification in the Ads Manager, and where possible, Meta will provide alternative targeting suggestions.

Hot this week

POCO launches POCO F7 in Singapore with new design and flagship performance

POCO launches the F7 in Singapore, offering flagship power, a refreshed design, and advanced features at an accessible price.

HDMI 2.2 launches with support for 16K video and 96Gbps cables

HDMI 2.2 supports 16K video, 96Gbps cables, and audio sync upgrades, setting a new standard for future-ready home entertainment systems.

Agora and WIZ.AI team up to deliver multilingual AI customer engagement tools

Agora and WIZ.AI partner to deliver real-time, multilingual AI agents for automated customer engagement across Southeast Asia and beyond.

Microsoft Copilot faces resistance as office workers prefer ChatGPT

Microsoft struggles to get workers to use Copilot as employees prefer the more familiar ChatGPT despite massive enterprise deals.

Thales enhances Imperva Application Security with new API threat detection and response capabilities

Thales updates Imperva Application Security with real-time API threat detection and response, tackling BOLA and business logic risks.

OpenAI turns to Google’s AI chips in the shift from Microsoft and Nvidia

OpenAI begins renting Google's AI chips to run ChatGPT, shifting away from Microsoft and Nvidia to lower computing costs.

Google launches Gemini AI for schools and students, raising questions about future of learning

Google launches Gemini AI in schools with safety tools and fact-checking, sparking debate on its impact on learning and student development.

Google adds precise Bluetooth tracking to Pixel Watch 3, but it’s not active yet

Pixel Watch 3 gets new Bluetooth tracking tech called Channel Sounding, which promises precise tracking but still needs full device support.

Meta may buy PlayAI to boost its voice cloning technology

Meta may buy AI voice cloning startup PlayAI to expand lifelike voice features in its apps, smart glasses, and AI assistants.

Related Articles

Popular Categories