It’s about to get a harder to target certain groups on Facebook. For society, that’s a good thing. For advertisers, not so much.
On Tuesday, Meta, Facebook’s parent company, announced that it would remove detailed targeting options that “relate to topics people may perceive as sensitive” beginning on Jan. 19, 2022. The news is a noteworthy change to Meta’s golden goose, its advertising business, which accounted for nearly 98% of its global revenue in 2020, according to Statista.
