From June 28, 2024, Meta will start to phase out the detailed targeting exclusions function. New exclusions will not be possible when creating new campaigns, however, existing exclusions will continue to function unless changes are made to the targeting of the specific Ad Set.
Detailed targeting exclusions will remain possible, but only at the account level to restrict audiences based on brand protection or employment. It's important to note that the scope of the account level Audience Controls has changed and now applies to all campaigns in the account, not just ASC campaigns or campaigns using Advantage+ Audiences.
Previously, using targeting exclusions with other targeting options allowed not only the exclusion of interests for brand protection, but also the creation of well-curated Audiences that align with the specific product or service.
Meta is pushing towards a shift from detailed and curated audience lists to a more automated, AI-based targeting, which could be effective for high volume, conversion-focused campaigns. However, the removal of certain audience controls could impact campaigns focused on awareness or those with limited conversion data. From June 28, 2024, Meta will start to phase out the detailed targeting exclusions function. New exclusions will not be possible when creating new campaigns, however, existing exclusions will continue to function unless changes are made to the targeting of the specific Ad Set.
Detailed targeting exclusions will remain possible, but only at the account level to restrict audiences based on brand protection or employment. It's important to note that the scope of the account level Audience Controls has changed and now applies to all campaigns in the account, not just ASC campaigns or campaigns using Advantage+ Audiences.
Previously, using targeting exclusions with other targeting options allowed not only the exclusion of interests for brand protection, but also the creation of well-curated Audiences that align with the specific product or service.
Meta is pushing towards a shift from detailed and curated audience lists to a more automated, AI-based targeting, which could be effective for high volume, conversion-focused campaigns. However, the removal of certain audience controls could impact campaigns focused on awareness or those with limited conversion data.
Update (May 9, 2024): Meta confirmed to Search Engine Land that the alert about removing "Detailed Targeting Exclusions" was sent in error, raising questions about the reliability of such alerts and the potential impact on advertisers' trust.
