In the wake of the Cambridge Analytica/Facebook scandal earlier this year, Facebook is making significant changes to the advertising platform. In an attempt to mitigate the crisis, Facebook is removing third-party data from its ad targeting. The purpose of this change is to maintain a proactive stance on the privacy front, and win back users’ trust. The recent GDPR implementation has also played a key role in this decision. If you are unfamiliar with the GDPR, read our recent post here.
Partner categories (or third party data) include information on people based on activities outside of Facebook. Insights like retail purchase behavior, home ownership, and household income, for example. Around half of Facebook’s 1,200 targeting points come from third party sources.
The schedule of changes as published by Facebook:
July 2, 2018 – Partner Categories will no longer be available for campaign creation, editing, or duplication.
October 1, 2018 – No campaigns will deliver to Partner Categories
Though new campaigns cannot be created using partner categories after 7/2, existing ad sets will still deliver to those targets until 10/1.
All targeting is not lost, but marketers will have to be more creative and nimble with target models than ever before.