Last summer, Meta announced it would remove detailed targeting exclusions for existing campaigns by January 31, 2025.
Why it matters: Under Meta’s new rule, traditional audiences will be larger, and your message will be delivered to more people who cannot influence policy.
Keep reading to learn why your traditional campaigns will become less effective and how Atlas can help you work around Meta’s new targeting limitations.
ONE EXAMPLE
Advertising to Republican political insiders
In January 2022, Meta significantly altered its targeting capabilities by removing the ability to target users based on political beliefs. This change forced advertisers to rely on exclusions to refine broad, traditional in-platform targeting. For example, a campaign aiming to reach Republican political insiders in the United States could previously narrow its audience by excluding users with interests that typically align with left-leaning ideologies or causes, such as:
- NPR
- American Civil Liberties Union
- Sierra Club
- Feminism
- Environmentalism
What it means: Meta’s removal of exclusions makes reaching specific audiences, like political insiders, far more challenging and requires creative strategies to deliver ads to the right audience.
How Atlas solves this problem: The image below compares advertising to Republican political insiders in the United States using Facebook’s broad in-platform targeting and Atlas’ precise audience powered by first-party data.
A deeper dive:
- Meta’s targeting misses around 7,500 individuals reached by Atlas’ first-party targeting because they are located outside the 10-mile radius of the United States Capitol.
- Twenty five percent of the Atlas audience has addresses within Meta’s 10-mile radius, and if commuting is factored in, up to 40 percent of the audience is likely to be reachable using Meta’s geo-targeting parameters.
- Meta’s audience includes over 500,000 more people than the Atlas audience because it targets everyone interested in politics and government within a 10-mile radius of the Capitol.
The bottom line: Delivering your ads to more people is not always better. Here is why Atlas’ precise first-party targeting is a better solution than broad traditional targeting:
- Ads are delivered only to decision makers who can help you influence policy.
- Impressions and media budgets are not wasted on irrelevant people who cannot help you win.
- Influencing does not stop when your audience goes beyond the geo-fence. Ads are delivered wherever your audience is, and however they consume media.
LESS WASTE. MORE WINS.
Deliver your message only to the people who matter most
Atlas Influence Targeting uses first-party data and identifies only first-degree connections to your target. Get reliable audiences backed by high-quality data. Deliver your ads only to the people who can influence policy — no matter where or how they consume media.
