Facebook is changing how advertisers can target their marketing on web surfers, starting at the beginning of July. The new rules will require advertising be targeted on what Facebook is calling Custom Audiences. This is a group of consumers the advertiser has built a previous connection to, such as an email list. Facebook says the goal of these new regulations is to ensure consumers are less confused as to why some advertising is being put in front of them. Going forward, they will see the origin of ads so they can determine this.
- Custom Audience is a new Facebook ad services feature that will let organizations send ads to people whose information they already have from a prior interaction.
- When using Custom Audience, advertisers will be required to tell Facebook where and how they got the information for the people targeted.
- Users will see a “Why Am I Seeing This?” button that will show them the origins of the information that led to them getting the ad.
“New requirements are being introduced in an effort to ensure targeting is done responsibly and that people understand why they are seeing specific ads on Facebook.”