Facebook has been rolling out changes to how advertisers are able to target users through advertising campaigns, and they have announced additional changes to take place by the end of September. The changes are as a result of the whole The Cambridge Analytica debacle which exposed just how detailed the data is that Facebook collects.
Some of these include:
- Elimination of Partner data
- No more Custom Audience sizes
- New terms and conditions for Custom Audiences
- Requirement to share the source of a Custom Audience
Here are a couple of articles that give the rundown of the changes (some of which you might already be seeing in your Ads Manager account):
Facebook Has Changed and Your Digital Strategy Has to Adjust – Entrepreneur
Depending on how detailed your targeting is, some of these changes might not affect your organization. However, this is likely just the first round of changes that aim to make user data safer on Facebook.
But never fear! Facebook is still one of the most powerful advertising and engagement platforms, especially for arts organization with small to medium budgets. Ultimately, this will cause us to be more careful about how we collect and use data, and to take a more targeted approach to Facebook advertising; both of which are good things!