We also test-drove the new Special Ad Audience (which is similar to a Lookalike Audience within the Special Ad Category). Our team set out to conduct several tests of the new Special Ad Category, pitting it against our conventional targeting standards. These changes prevent advertisers from singling out socioeconomically vulnerable groups of people with ads - including any ads run by auto dealers.Īs you can imagine, our team was a bit jarred by the news, but we’ve adapted quickly to help our dealership clients stay on top of these significant changes. Note: Due to a settlement agreement between Meta and the US Department of Housing and Urban Development, SAAs will no longer be available to use after 2022.Īs we announced in July 2019, Facebook was planning to make significant changes to its targeting tools as part of a settlement stemming from a discrimination lawsuit. Despite newly limited targeting options, automotive marketers need not be afraid of Facebook’s Special Ad Category for credit-related ads. What Facebook advertisers thought was a lion of a change turns out to be a lamb.
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