Home Platforms Mamma Mia, Facebook Is Killing Thousands Of Unused Ad Targeting Options

Mamma Mia, Facebook Is Killing Thousands Of Unused Ad Targeting Options

SHARE:

Bad news, disco fans: Advertisers will soon no longer be able to target people on Facebook based on their love of ABBA’s 1977 hit “Take a Chance on Me.”

That’s just one of several thousand infrequently used targeting options Facebook is getting rid of in an effort to declutter its ad system, the company said Tuesday.

“We’re deprecating terms that are outdated, duplicative or just not really relevant anymore,” said Graham Mudd, VP of product marketing for ads at Facebook.

Advertisers with existing campaigns using these options will have the next few months to update before their campaigns are rejected. For new campaigns, the removals will start immediately and wrap up in August.

Beyond ABBA, other older album and song titles are on the chopping block – bye, bye “Pompeii” by the British band Bastille, for example – as are long-in-the-tooth game titles, such as the 1998 PlayStation puzzle game “No One Can Stop Mr. Domino!”

Facebook is also eliminating overly specific location-based targets. Right now, for example, it’s possible to target people based on their interest in the San Francisco neighborhood of North Beach. But targeting by “San Francisco” would probably be just as, if not more, effective.

“It’s a bit of a sweet spot thing,” Mudd said. “We want to provide the right degree of input, but constraining an audience oftentimes means that performance will suffer.”

Most advertisers aren’t likely to notice the changes. Most don’t and probably haven’t ever used these targeting parameters. But periodically cleaning house is just “good hygiene,” Mudd said.

About five to 10 years ago, Facebook took an everything-but-the-kitchen sink approach to the options available through its ad platform. As the system has evolved and become more sophisticated, however, Facebook has started to take a more Marie Kondo approach to its offerings.

“If you only add and never take away, you get to a place where you’re bloated and difficult to use,” Mudd said.

Still, new targeting parameters are added to the platform all the time.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Facebook uses a mix of human review and automation to look at people’s behavior on the platform – trending topics, Page creation and other related signals – to determine which interest-based segments to generate for its ad system. If someone likes a post from a particular band, for example, Facebook might infer that the person is into that genre of music.

Over time, these interests can pile up like newspapers in a hoarder’s vestibule.

Facebook now regularly prunes its targeting terms based on how many advertisers use or don’t use them, and how much they’re spending against them.

In August of last year, Facebook removed more than 5,000 targeting options that could have been misused to discriminate against minority groups. Facebook was under fire at the time for illegally enabling advertisers to exclude certain users from seeing ads for jobs, homes or credit.

But while that move was about risk reduction and policy compliance, this culling is a bit different, Mudd said.

“It’s about simplicity and making sure that our platform is easy for people to use,” he said, noting that the removal is also unrelated to the regulatory “ad targeting headwinds” Facebook CFO Dave Wehner referred to in the company’s most recent earnings call.

Beyond its plan to chuck disused targeting options, Facebook also said Tuesday that it’s going to create more consistency in the look and feel of Feed ads and Page posts, and roll out tweaks that make it easier to use Business Manager over the next few months, including a redesigned navigation bar, more organized permissions management and the addition of feature shortcuts.

Must Read

Scott Spencer’s New Startup Wants To Help Users Monetize Their Online Advertising Data

What happens when an ad tech developer partners with a cybersecurity expert to start a new company? You end up with a consumer product that is both a privacy software service and a programmatic advertising ID.

Former FTC commissioner Alvaro Bedoya speaks to AdExchanger Managing Editor Allison Schiff at Programmatic IO NY 2025.

Advertisers Probably Shouldn’t Target Teens At All, Cautions Former FTC Commissioner

Alvaro Bedoya shared his qualms with digital advertising’s more controversial targeting tactics and how kids use gen AI and social media.

Wall Street Turned Against Ad Tech – But May Learn To Love It Again

What can pureplay ad tech companies do to clean up their rep on the Street?

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

AppsFlyer and Roku’s New SRN Integration Will Shed Light On CTV Campaign Impact

Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.