Meta: Detailed targeting exclusions alert sent to advertisers was an error

Some Meta advertisers received an alert yesterday when they opened their accounts. A source from Meta confirmed this alert was sent in error. 

What was announced? The message said setting new detailed targeting exclusions would no longer be possible when creating campaigns after June 28.

• Existing exclusions would remain unless ad set targeting is modified.
• Exclusions based on brand suitability and employment will still be allowed at the account level across all campaigns.

However, this alert was an error, Meta confirmed to Search Engine Land.

Why we care. Getting alerts about functionalities that advertisers rely on can be destabilizing. If false alerts like these keep showing – how should advertisers trust the alerts we see?

Concerns from advertisers. Dario Zannoni, who got this alert, shared the information with his followers:

• “By using targeting exclusions in combination with the other targeting options, it was possible to not only exclude interests for brand protection but also to create well-curated Audiences that are aligned with the specific product or service.”

Search Engine Land contributor Navah Hopkins was also not happy to hear that is was coming:

• “I’m pretty devastated by the news that Meta is removing audience exclusions for all campaigns in June 28, 2024.
• One of the reasons audience exclusions were really impactful is they enabled us to be very specific about who we were going after. Beyond the flexibility of “or” and “and” audience statements, they ensured we could really fine-tune our messaging.”