It’s going to be more difficult to target certain groups on Facebook For society, this is a good thing. For advertisers, not so much.
Tuesday, Meta, the parent company of Facebook, Announcement That it will remove detailed targeting options starting January 19, 2022 that are “related to things that people may think are sensitive”. The news is a significant one Meta’s golden goose transformation, its advertising business, which is responsible for About 98% Its global revenue in 2020, according to Statista.
Graham Mood, Meter’s vice president for advertising marketing, said the changes were in response to concerns from civil rights experts and policymakers. Advertisers who Facebook was abusing the given targeting option. This is not the first time that meta-targeting options have been removed; Remove it 5,000 options To prevent abuse in 2018.
Mood explained that examples of sensitive issues include factors related to health, race or ethnicity, political affiliation, religion and sexual orientation, organization or personality of the public. Specific examples include topics such as “Lung Cancer Awareness Day”, “LBGT Culture” and “Jewish Holiday”.
She Emphasize that The targeting options affected by the change in company policy were not based on the physical characteristics or personal characteristics of the users. Instead, these options consider human interaction Including meta product content, such as Facebook, Instagram, and Messenger.
“The decision to remove these Detailed Targeting options was not easy and we know this change may negatively impact some businesses and organizations,” Mood said. “Some of our advertising partners have expressed concern about leaving these targeting options because of their ability to help create positive social change, while others understand the decision to remove them.”
Bought some digital ads Experts Said it would negatively affect nonprofit and public affairs groups that rely on advertising targets to raise funds. The New York Times reported.
Facebook has come under fire in recent years for allowing advertisers to use its platform to discriminate against or incite certain groups of people. Violence
Back in 2017, ProPublica has seen Facebook allow ads targeting users who are interested in hateful anti-Semitic issues, such as “anti-Semitic,” “how to burn Jews,” and “why Jews destroy the world.” These things were created by an algorithm, not by humans.
Meanwhile, in 2019, the Equal Employment Opportunity Commission, or EEOC, ruled that seven companies, including Big Wig, like Capital One and Edward Jones, Used Facebook for discrimination Against women and elderly workers. The companies in question used Facebook to advertise their jobs Directed to young people, which means that women and people over the age of 55 cannot see them
The EEOC has ruled that job advertisements violate age discrimination under civil rights law and employment law.
Most recently Facebook When the alarm clock is raised Buzzfeed It was found to be running advertisements for body armor, gun holsters and other military gear with misinformation on the side of the post. 2020 presidential election and news about it Deadly riots January 6 at the Capitol. The ads were served to people who follow extremist content on Facebook. A few days after the outlet broke the news, Facebook said it Break Advertising Which promotes weapons accessories and defense equipment until the inauguration of President Joe Biden.
Meter’s new policy change doesn’t mean advertisers won’t be able to target people on the company’s platform, though. Mood, vice president of Meta Advertising Marketing, says the company is committed to helping small businesses, nonprofits, And advocacy groups reach out to and address their audiences They still had the tools available to them.
These groups may use, for example, a feature called “Recruitment Custom Audience” In order to reach people who have already liked their page or watched their videos, Mood has been mentioned. Entities can use an engagement custom audience to create a ৷ Appearance viewers, Or an audience that shares the same features with your core audience. Location targeting, gender and age targeting, and The company’s own email list is still optional, among others.
In addition to targeting limitations, Meta has also announced that it will give users more control and allow them See fewer ads for certain types of content, such as gambling and weight loss.