As of January 15, 2024, META removed or consolidated some detailed targeting options that relate to topics people may perceive as sensitive, those affected will be warned on the META Ad Manager campaign page. Existing ad sets with impacted targeting options will continue to run until March 18, 2024, If affected, you should review and edit your affected ad sets before then or risk deletion of ad.

Meta suggests these alternative targeting products to better reach your audiences:

Beyond the remaining detailed targeting options, you can still use other available targeting products such as:

  • Broad targeting, which includes gender, age, and location. Targeting broadly essentially means that you’re mostly relying on our delivery system to find the desired audience to show your ad to. This approach can lead to us finding potential customers you never would’ve known about otherwise.
  • Custom audiences, which lets you find your existing audiences among people who are on Instagram and Facebook. You can use sources like customer lists, website or app traffic, or engagement on Facebook and Instagram, to create custom audiences of people who already know your business. Meta Advantage custom audience can enable our systems to deliver ads beyond the original selected audience if we think it is likely to improve the performance.
  • Lookalike audiences, which are created from an existing audience, can help optimize audience reach. Meta Advantage lookalike is when we may deliver ads beyond the selected 1-10% lookalike range. We do this if our system predicts it’s likely to improve performance.
  • Meta Advantage detailed targeting is when we may deliver ads beyond your detailed targeting selections if our system predicts it’s likely to improve performance.
  • Meta Advantage+ audience lets you use Meta’s advanced AI to find your campaign audience.

Despite the removal or consolidation of certain detailed targeting options, META provides alternative targeting products to help advertisers effectively reach their audiences. These alternatives include broad targeting, custom audiences, lookalike audiences, Meta Advantage detailed targeting, and Meta Advantage+. Each of these options offers unique benefits, allowing advertisers to tailor their campaigns and leverage Meta’s advanced AI for optimal performance. Advertisers are encouraged to explore these alternatives to ensure the continued success of their advertising campaigns on the META platform.

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