Meta
- Locations
- Minimum Age
- Custom Audience exclusion
- Languages
- Custom Audiences
- Age
- Gender
- Detailed targeting (demographics, interests, behaviors, etc)
X (Twitter) has stopped showing meta data on links. Now (for me) they look like images with a little domain name tag in the corner.
I spent longer than I probably should have trying to figure out the first one I saw.
A reminder of the perils of building your brand on top of someone else’s.
Also on Bluesky
After 81% of agency pros told Digiday last year that they purchased advertising on Facebook on behalf of clients in the plast month, just half (50%) said the same this year. And Instagram saw a similar drop, from 81% who said last year they’d bought ads on the platform for clients in the last month to 48% who said so this year.
This should mean less competition in the auction and cheaper results for those that remain.
Attribution (at least the iteration of the past few years) is essentially dead. I’m guessing relying on those models is leading to these decisions.
Zig when others zag.
Also on Bluesky
Facebook can be sued over allegations that its advertising algorithm is discriminatory
This has already happened in verticals like housing and credit. The number of “special categories” might grow after this. How will this impact the Advantage push?
“Facebook does not merely proliferate and disseminate content as a publisher … it creates, shapes, or develops content” with the tools.
Big Tech is already on trial (Amazon, Google). AI is putting algorithms front-and-center. Section 230 has been targeted before.
This Meta ruling will just be the first of many, which means digital ad targeting is about to be overhauled. Is this the future?
Also on Bluesky
Just got the new Meta ads manager audience setup flow. It’s 2 sections:
Audience Controls
Set criteria for where ads for this campaign can be delivered.
Advantage+ audience (optional)
Our ad technology automatically finds your audience. If you share an audience suggestion, we’ll prioritize audiences matching this profile before searching more widely.
More competitor spying! Er, I mean, competitive research and inspiration gathering.
Also on Bluesky