Facebook Continues to Clean Up Its Targeting Options

Scarcely used and repetitive ones will be scrubbed, along with multicultural affinity

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Facebook is removing over 1,000 targeting options, mainly because they are not widely used or they are duplicative.

“If all you ever do is add functionality, the system over time becomes unwieldy,” vice president of product marketing Graham Mudd said in an interview, adding that this is something Facebook does on an ongoing basis, usually happening about once per year.

The social network is removing multicultural affinity segments and encouraging advertisers looking to reach people who are interested in multicultural content via other targeting options, such as language or culture.

Mudd said this move was made to reiterate Facebook’s focus on providing support for multicultural marketing, while at the same time guarding against potential for misuse.




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