2022: How Facebook Ads Will Change?

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2022: How Facebook Ads Will Change?

Starting on January 19, 2022, Meta will remove audience targeting options across four categories for Facebook Ads. Mark your calendars! According to Meta, there will be changes to Facebook ad campaigns shortly. 

According to Facebook parent brand Meta, it will cut back on advertising in response to industry pressure. It also indicates a broader trend to find your Facebook target audience. Creating highly personalized experiences is supported by highly precise targeting, enabling meaningful and valuable interactions.

There is also an increasing concern about identifying people based on their affiliations to social causes, health conditions, or demographic characteristics. Because of this, Facebook is no longer allowing these sensitive parameters to be used in advertising.

Facebook Ads Targeting: What’s changed?

The targeting options will be removed from Facebook starting on January 19 in four main categories and niche segments.

  • Breast cancer awareness.
  • Sexual orientation.
  • Religious practices and groups.
  • Political beliefs and social issues have been removed.

In Meta’s update on the upcoming changes, the company mentions that impacted audiences can continue to receive campaigns until the end of March 2022. Moreover, the changes will not reach the entirety of the Meta ecosystem.

As of March 17, you will be able to edit campaign-level ad sets, such as budget amounts and campaign names, without affecting targeting for ad sets created before January 19.

A change in the audience will be triggered by editing an ad set. The new targeting changes will be implemented when an ad set is paused before March 17, which is reactivated. Using deprecated targeting settings will no longer be possible after March 17.

Before March 17, you might need to review the detailed targeting settings to make changes at the campaign, ad set, or ad level.

Can social advertisers expect a wider impact?

It will be fun to see whether other social media platforms follow suit and adjust their targeting features. The pressure has been most intense on Meta. Social media platforms risk drawing the same scrutiny as Facebook if they don’t review and reduce their targeting granularity across sensitive criteria.

They, too, will likely scale back their targeting shortly. Meta hasn’t stated whether it envisions additional targeting adjustments or if this is the last adjustment in the near term. However, you can take comfort that Meta is taking note of the increasing feedback and hope that it will continue.

In addition to social media, programmatic and search advertisers also need to be careful. Through historical use of data, these vehicles have been able to provide high levels of targeting precision and granular insights based on demographic, socioeconomic, and other factors.

The above developments could force these players to address the sensitivity of granular ad targeting and reporting. Advertising platforms and advertisers will have to deal with sensitive topics ranging from social issues caused by profiling to the larger trend of data privacy concerns.

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