Facebook deletes 1,000 ad targeting options

Facebook plans to remove some 1,000 advertising targeting options because they are not used often.

In a blog post, the social network explained that it continuously reviewed its ad targeting options.

Facebook added that “infrequent use may be because some of the targeting options are redundant with others or because they’re too granular to really be useful.”

As a response, the company will remove such options.

This includes, for example, the multicultural affinity segments. Multiple options for topics that are rarely used are also being stripped down.

This means that some options which represents military bases or regiments will be combined because specific interests weren’t used often.

Duplicate options are also being removed which will affect city and place names in particular (e.g. “Key West” and “Key West, Florida”).

The company wrote:

“We continually review our tools and products to make them simpler, easier to use and more effective for advertisers and ensure they are consistent with our ad principles. For example, over the past two years, we’ve removed thousands of categories from exclusion targeting related to potentially sensitive personal attributes, such as race, ethnicity, sexual orientation and religion.”

The changes will not have a dramatic impact on the majority of marketers. Where advertisers have been affected, Facebook promises to offer guidance on similar options.

It’s not the first time the social network has been removing ad targeting options. Back in 2015, it deleted some 5,000 ad targeting categories to avoid audience discrimination.

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