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Meta to Remove Thousands of Sensitive Ad-Targeting Categories


A sign at Meta headquarters in Menlo Park, CA.

Meta said the changes intended to limit abuse by its targeting tools will take effect on Jan. 19.

Credit: Jim Wilson/The New York Times

Meta, the social media company formerly known as Facebook, said on Tuesday that it planned to eliminate advertisers' ability to target people with promotions based on their interactions with content related to health, race and ethnicity, political affiliation, religion, sexual orientation and thousands of other topics.

The move, which takes effect on Jan. 19, affects advertisers on Meta's apps such as Facebook, Instagram and Messenger and the company's audience network, which places ads in third-party apps. The Silicon Valley company said it was making the changes to limit the way that its targeting tools can be abused. In the past, these features have been used to discriminate against people or to spam them with unwanted messaging.

"We've heard concerns from experts that targeting options like these could be used in ways that lead to negative experiences for people in underrepresented groups," said Graham Mudd, a vice president of product marketing for Meta.

From The New York Times
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