How We Got Here With Ad Targeting
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Let’s talk about how we got here with ad targeting…
Not by accident. It’s not because the Meta just wants to make things more difficult for us. There are certain events that inspired this.
Events
First, consider the marketer’s abuse of targeting for the wrong reasons. There was Cambridge Analytica. Marketers use targeting to manipulate elections. Facebook has also faced numerous lawsuits related to targeting discrimination.
A combination of these factors led to Special Ad Categories, which limited targeting options to those situations. Meta has also removed thousands of targeting options to prevent target discrimination.
Then came various privacy laws, the EU, tracking cookies, and iOS 14. There’s been a lot, and I know I’m missing a few.
Everything is Connected
My goal is…
We often hear how difficult it is to advertise because Meta has removed targeting options. But the reason for less regulation, increased audience, and algorithmic targeting is the accumulation of all these problems.
It seems that some advertisers think that Meta will reverse these decisions if we complain loud enough. But this is not to make marketers happy or unhappy. We are not going back to those days and you need to accept that.
In fact, it is clear that targeting control will be different, if not completely eliminated. Advantage+ Shopping could be the ultimate model.
You can fight it. Or you can accept it and find a way to succeed in this area.
