To Simplify and Streamline Ad Targeting Options, Facebook Will Pull Out More Than 1,000 Targeting Options

Over the last few years, Facebook has regularly reviewed and refined its ad targeting options to make it convenient for marketers to find and use targeting. As part of its latest efforts to simplify ad targeting options, the company is removing those options that are not widely used by marketers.

This week, the company announced that it will remove more than 1,000 ad targeting options either because they are not widely used by marketers or they replicate other targeting categories. In an interview with Adweek, Graham Mudd, vice president of product marketing, stated that Facebook removes options on an ongoing basis. The company usually reconsiders functionality once in a year.

As part of the company’s recent efforts to simplify and streamline ad targeting options, Facebook explained it has identified cases where marketers rarely use various ad targeting options. These options are not widely used by marketers either because some options are redundant with other targeting options or these options are too granular to be really beneficial for advertisers. So, the company has decided to remove some ad targeting options, the company added.

The company announced that it is removing ‘multicultural affinity’ segments, and Facebook is encouraging marketers to use other ad targeting options like culture or language to reach individuals who are interested in multicultural content. According to Graham Mudd, the company made this move to reiterate the focus of Facebook on providing support for multicultural advertising.

As an example of ad targeting options that are not widely used by marketers, Mudd explained that the company is combining various ad targeting options such as particular military bases or regimens as marketers can still reach people who are interested in military content. The company explained that marketers can still reach those audiences by targeting ‘military’ as interest.

On the repetitive front, the company will remove ‘Key West’ since marketers can use ‘Key West, Florida.’ The company explains that the vast majority of advertisers will not notice these new changes being introduced by the company. Mudd also said that Facebook will guide marketers to similar ad targeting options, where possible. On Tuesday, the company issued a reminder in a blog post that marketers who are running ads related to employment, housing, and credit opportunities must continue to classify as a Special Ad Category. Advertisers should also use restricted targeting options, Facebook added.


Photo: NurPhoto via Getty Images

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