By currently you’ve probably gathered that will Facebook uses things like your interest, age in addition to various other demographic in addition to geographic information to help advertisers reach you. Then there’s the stuff your friends do in addition to like — the idea being that will the item’s a not bad indicator for what you might do in addition to like. So, if you have a friend who has liked the brand new Yorker’s Facebook page, you might see ads for the magazine on your Facebook feed.
although that will’s just the tip of the iceberg. Facebook in addition to advertisers can also infer stuff about you based on things you share willingly. For example, Facebook categorizes users into an “ethnic affinity” based on what the item thinks might be their ethnicity or ethnic influence. the item might guess This specific through TV shows or music you’ve liked. Often, Facebook can be wrong — in addition to while the item’s possible to remove the item, you can’t change the item. There can be also no “ethnic affinity” option for whites.
While there are plenty of not bad reasons advertisers may want to target people of a particular ethnicity, This specific became a problem for Facebook in 2016, when ProPublica found that will the item let advertisers exclude specific ethnic groups via seeing their ads. When the item comes to housing in addition to employment ads, This specific can be illegal.
In late 2017, Facebook said the item was temporarily blocking advertisers’ ability to target based on ethnic affinity, along with various other things such as religious or LGBT affinity. Advertisers can still target those groups — just not exclude them. Facebook, which said the item can be conducting an audit of how the feature can be misused, did not say when the item could lift the block.
While some advertisers want to reach large swaths of people, others like more specific targeting. As Facebook explains in a guide for advertisers, the item’s possible to refine an ad’s audience on things like what people post on their timelines, apps they use, ads they click, demographics such as age, gender in addition to location, in addition to even the mobile device they use or their network connection. Based on This specific information, advertisers can either include or exclude categories such as homeowners, “trendy moms,” people who moved recently, conservatives, or people interested in cooking, for example.
that will said, Facebook warns advertisers not to narrow their audience too much by being overly specific, which can make the ads less effective — since fewer people will see them.