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Facebook Removes Discriminatory Ad Targeting

August 30, 2018 Jonathan Katz

Facebook Removes Discriminatory Ad Targeting

Targeting ads based off a cultural interest in “Passover,” “Islamic culture,” or “Buddhism?” Marketers creating social media marketing campaigns with these and other cultural cues now have new rules from Facebook.

In its most recent effort to avoid discriminatory ad targeting, Facebook just announced it will remove 5,000 targeting options. Facebook has been working on updating ad targeting for nearly two years now, and some experts say this latest move is in response to ProPublica’s most recent report on the potential to exclude minorities and other underserved groups in housing and employment ads. Removing the sensitive ad filters could help prevent businesses and advertisers from unintentionally creating discriminating ads.

What is Facebook removing from ad targeting options?

While Facebook hasn’t specified exactly which terms they’re removing from the targeting options, they’ve announced these targeting options are often used for beneficial purposes, but they can also be used to exclude certain parties from opportunities like jobs or housing.

What is Facebook adding to ad targeting options?

What is Facebook adding to ad targeting options?

At the same time as they remove potentially discriminatory targeting options, Facebook is expanding their advertiser education so advertisers understand the obligations they agree to by signing up to market on Facebook’s site.

Compliance with their non-discrimination policy will help distinguish between acceptable ad targeting and ad discrimination. This policy will be released gradually through the Ads Manager tool, which is accessible to U.S. advertisers. Advertisers will need to certify their compliance to continue advertising on the platform.

Taking note of discriminatory possibilities within their ad targeting tools, Facebook continues to evolve its ad platform. Facebook aims to avoid potential bigotry and reminds marketers to keep advertising safe, effective and civil.

To read up on Facebook’s recent activity, download the “Facebook in 2018: A Recap of Recent Facebook Trials in the Media and On Capitol Hill” eBook.

 

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About the Author

Jonathan Katz

An experienced serial entrepreneur in mobile and digital marketing, Jonathan Katz’s expertise consists of an extremely proven track record in search, social and programmatic media. Throughout his 20+ year career, he has scaled start-ups and brands across health insurance, government services, automotive, careers, education, consumer finance and politics. As Chief Media Officer for Digital Media Solutions (DMS), Jonathan provides technical direction across the company in areas of marketing automation, product development, machine language learning, architecture and software technology. He leads the team working across the firm’s diverse set of divisions to drive new product innovation and strategic positioning and also oversees customer acquisition teams across all media channels. Always striving to remain innovative, Jonathan is now charting a new path via artificial intelligence marketing in performance media that will revolutionize the industry.

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