Marketers Search for Alternatives as Meta Changes Teen Targeting Rules 

Brands anticipate working with more third-party data firms and creators 

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Meta’s choice to cut precise targeting toward teens on Facebook and Instagram has some marketers anticipating reducing spend as they search for alternative methods. This includes using more third-party data firms and creators.

The platform announced that starting in February, advertisers can no longer target teens by gender. Additionally, teens’ interactions on the apps, such as posts they’ve liked, would no longer inform the ads they see. The only attributes marketers can use with the demographic, defined as those between 13-17 years old in most countries, are location and age.



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