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  • Writer's pictureAmanda Austin

Facebook Ad Targeting Changes

Please note: there is a new Facebook update that will impact our Social Butterfly clients. The update pertains to how Facebook runs ads. Facebook is concerned about how ad targeting can perpetuate discrimination. Facebook wants to ensure that its systems are not used to limit or restrict audiences from seeing important content related to jobs, housing or credit ads. To that end, Facebook's COO Cheryl Sandberg released the following new restrictions:

  • Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age, gender or zip code.

  • Advertisers offering housing, employment and credit opportunities will have a much smaller set of targeting categories to use in their campaigns overall. Multicultural affinity targeting will continue to be unavailable for these ads. Additionally, any detailed targeting option describing or appearing to relate to protected classes will also be unavailable.

  • We’re building a tool so you can search for and view all current housing ads in the US targeted to different places across the country, regardless of whether the ads are shown to you.

These changes were required by the National Fair Housing Alliance, the American Civil Liberties Union, and the Communication Workers of America. A series of investigations found that using Facebook ads to micro-target audiences could be discriminatory and therefore illegal. This is why Facebook was required to implement these updates.

Our Social Butterfly team recognizes that this will change how we enact some of our Facebook ads practices for our clients. There has been chatter of this change coming for some time and we’re ready to do what needs to be done to move our work forward, mindful of the new measure.

Social media is by nature flexible and resilient, as is our team. We understand our clientele, how to troubleshoot on your behalf and how to evolve. We are confident in our ability to navigate it and to keep delivering on the quality that you’ve come to expect from us.

We will be in touch should we learn more about how these changes may impact any particular services that you and your team count on.

Thank you. Please contact us with questions.

Your Social Butterfly Social Media Management Services Team

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