August 2, 2018 Lucas

Facebook Ad-ocalypse 2018: Privacy and Targeting Changes

Facebook has been all over the news lately, with their privacy changes, dedication to their users, and even losing quite a bit in the stock exchange ($119 billion, anyone?). While user privacy is important, what does this mean for advertisers using the channel?

If you’ve been hyper-targeting lately in Ads Manager, you’ve most likely seen this message:

This change comes from Facebook no longer utilizing third-party data in partner categories. Effective August 1, 2018, many of these focused targets will no longer be available. This decision was made to further transparency with users, allowing for better understanding as to how their data is being used.

Facebook announced back in June that it would “require advertisers to specify the origin of the audience’s information when a business uploads a new audience.” This means when uploading an audience, advertisers need to select where they obtained this list (customers, partner, etc.). Facebook is also showcasing a “Why am I seeing this?” section to users when they view an ad, explaining how they were targeted (added to a list by the advertiser, previous customer, etc.). We’ll be interested to see how this plays out for advertisers, and how much this also affects Instagram ads, which uses the same Facebook ads platform since they are owned by Facebook.

You may have also noticed the “Info and Ads” tab on brand pages now. When a user clicks on this, they are brought to a page that showcases all active ads the page is currently running and see the following message:

From a user’s standpoint, this is a great way to see what this brand is doing to target them. From an advertiser standpoint, this allows for some insight into the competition and what they are doing to engage their audience.

We’re interested to hear how this has affected your ads on Facebook and Instagram. Share your experience with us below and make sure to look out for our follow up blog post as Facebook adds even more changes.