Meta is accelerating its shift toward automated advertising by consolidating and removing many of its detailed ad targeting options. As a social media expert, I’ve been tracking these changes closely for my clients and the industry.
Key Changes to Meta Ad Targeting
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Meta is increasingly relying on AI-powered targeting and bidding tools to deliver optimal ad results.
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The company is steadily phasing out manual, granular targeting selections—criteria that were previously available to advertisers are being removed or merged to promote broader targeting options.
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Recent notifications in Meta Ads Manager confirm that even more detailed targeting options are being consolidated, limiting advertisers’ ability to select specific interests and behaviors manually.
Why Meta Is Consolidating Targeting Options
Meta states this shift is designed to improve ad performance and reduce reliance on over-targeted, underperforming audience segments. The company is also removing options considered too niche, rarely used, or based on “sensitive” topics. Most advertisers are now seeing stronger results with broader audiences, as Meta’s AI finds the right people for each promotion.
Expert Insight: Is Manual Targeting Still Worth It?
Industry leaders like Jon Loomer now recommend deprioritizing interests and behaviors in campaign setups, calling the idea that Meta “needs” detailed manual targeting a myth. As Meta’s automated ad targeting continues to improve, trusting the algorithm is often producing better campaign performance for advertisers. check out his latest blog post.
The Bottom Line for Social Media Marketers
Meta’s updated approach means marketers must adapt their ad strategies, focusing less on niche audience targeting and more on creative content, offer clarity, and broader, intent-driven targeting. Relying on Meta’s AI can maximize ad results in 2025 and beyond.
If you have questions about adapting your campaigns to these new Meta ad targeting changes, contact me—I’m here to help you navigate the evolving landscape of social media advertising.
