Meta will remove or bundle some ad targeting options because they are not widely used, are too detailed, or relate to sensitive content (e.g. health, race, and/or ethnicity topics).

“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”, explained by Meta.

The tech giant’s decision comes after the company’s multiple run-ins with improper and even illegal use of ad targeting options.

How will advertisers know that their campaign needs accumulation?

Meta explained that once the change goes into effect, affected advertisers will be alerted via a notification in Ads Manager if any of their campaigns need updating. The company also notes that it will provide alternative targeting recommendations when possible.

But it could have an impact on your process, and how you get your Facebook and IG ads in front of the right people.

Although it’s prohibited to target individuals based on race, targeting users in specific regions might be argued to achieve similar outcomes. Consequently, Meta faces a challenge in completely eliminating all forms of questionable audience targeting. Over time, Meta has enhanced its automated ad targeting tools, reaching a point where providing advertisers with more manual options can be counterproductive.

Meta encourages marketers to leverage its broad targeting and Advantage+ options, placing greater trust in Meta’s systems. This approach often leads to improved performance by exposing ads to users who may not have been manually targeted.

As Meta progressively eliminates various targeting categories, opting for its systematic display options might prove to be a more advantageous strategy. Eventually, it appears that relying on these systematic options could become the primary choice for brands. Regardless, it’s important to take note of this recent alteration for your Facebook and Instagram ads.