Meta announces the removal of detailed advertising targeting options once again, marking a further step towards complete AI automation of advertisements. Companies must prepare for fundamental changes in their advertising strategy.
Meta removes more targeting options for advertisers
The social media company Meta has announced that starting January 15, 2026, it will once again remove or merge a range of detailed advertising targeting options. This adjustment aligns with Meta's strategy to guide advertisers towards broader targeting methods, where the platform's AI system determines the optimal audience.
According to Meta, the targeting options being eliminated were rarely used, too specific, or related to topics that could be considered sensitive. CEO Mark Zuckerberg previously emphasized that Meta aims for full automation, where advertisers only need to provide their website URL.
Meta's AI systems are showing impressive results. In the second quarter of 2024, the number of advertising conversions increased by 5% on Instagram and 3% on Facebook due to improved AI recommendations. Even more striking: tests indicate that the average cost per conversion decreased by 22.6% when detailed targeting exclusions were removed.
Consequences for companies and advertisers
Advertisers who heavily rely on manual targeting need to reconsider their strategy. Campaigns that utilize the targeting options being removed will automatically stop delivering from the effective date. This means that companies must adjust their ad settings to avoid interruptions.
The change particularly impacts advertisers who use detailed audience segmentation for niche market approaches. They need to build trust in Meta's AI system, which claims to perform better than human targeting decisions.
Recommendations for Advertisers
Advertising expert Jon Loomer advises advertisers to place less emphasis on interest and behavior targeting. He argues that the belief that Meta requires this specific input has become a "targeting myth."
Companies can best prepare by experimenting with broader targeting options and Meta's Advantage+ tools. This approach helps acclimate to the new reality in which AI takes over most targeting decisions.