Meta plans to restrict ad targeting for advertisers

After the name change, Facebook is doing and wants to prove to everyone that Meta is not only a marketing innovation, but also aims to protect privacy. That is, data protection that has been a problem for years.

Meta and her new perspective?

Thousands of topics today are a privacy issue and serve exclusively to monitor customer behavior on social networks, Meta wants to ban and restrict advertisers. Questions are among the most prominent in advertising health, ethnic or sexual orientation, race, religion and also political affiliation. The change will affect all platforms where Meta operates and will take effect January 19 next year.

A short time ago, such a radical intervention against advertisers and their needs would be unimaginable. Despite the fact that, in principle, nothing changes on Facebook other than the name (this is also a change solely in order to gain positive points among the public), the behavior of managers indicates that they want to build a new and better image. Facebook even states, despite the statement of its Vice President of Marketing (Graham Muss):

“We’ve heard concerns from experts that such targeting options could be used in a way that evokes negative emotions from under-represented groups.”

And now it’s just a question How will such significant targeted ad restrictions affect revenue? Meta has an annual advertising revenue level $ 86 billion This is mainly due to the ability to target your ads to specific groups. And advertisers know this, just targeted advertising, where the product selects the group for which it is intended according to the client’s requirements, is the basis of success. However, not every targeting may be appropriate. For example, when the famous attack on the US Capitol took place on January 6 this year, the targeting of the advertisement was for the participants or supporters of the attack, especially on rifles, holsters or bulletproof vests.

Recently, in 2019, Facebook has been widely criticized for allowing ads to target homes across ethnic criteria. And so it was possible to see an advertisement for the sale of a house intended mainly for blacks and the like. In spite of everything, millions of advertisers are using inappropriate targeting because it is more likely to succeed with the product. If Meta hits as hard as it promises in January, it will also be a constraint for many advertisers. They will not be able to use their targeting, so advertising in the form they have it set up on Facebook today will become useless or expensive.