Facebook Continues to Clean Up Its Targeting Options

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

Facebook said the vast majority of advertisers will not notice the changes GOCMEN/iStock

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.

As an example of options that are rarely used, Mudd said Facebook is combining options such as specific military bases or regimens, since advertisers can still reach an audience with interest in the military.

And on the repetitive front, as an example, “Key West” will be removed, as advertisers can use “Key West, Florida,” which will remain.

Mudd said the vast majority of advertisers will not notice the changes, and Facebook will guide advertisers to similar options, where possible.

Facebook also issued a reminder in a blog post Tuesday that advertisers running ads related to housing, employment and credit opportunities must continue to classify them as a special d category and use restricted targeting options.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.