Facebook ad targeting changes are coming soon with the removal of Partner Categories. What does this mean and who is affected?
Facebook announced in March 2018 that the 3rd party targeting data would be removed due to the privacy concerns that were introduced with the Cambridge Analytica scandal. The 6-month “wind down” period of this change is currently in process and will likely be finished in September and October.
You may already be seeing these changes in the current ads you are running. In this article I’ll talk about what types of keywords are affected and how to adjust your Facebook Ads strategy.
What are Facebook Partner Categories?
Facebook Partner Categories included data that came from these companies that specialize in collecting data about people: Acxiom, Epsilon, Experian, Oracle Data Cloud, TransUnion, and WPP.
With Partner Categories you were able target people based on offline behaviors people take outside of Facebook, such as owning a home, being in …