In July, Meta announced it would no longer let advertisers exclude specific groups of people from their ad campaigns based on certain details like age, interests, or behavior.

Before, advertisers could use this feature to make their ad audience more specific. However, after conducting worldwide A/B testing, Meta found that the cost to get a conversion was 22.6% cheaper when not using these exclusions.

Meta believes this change will improve the performance of ads on its platform. The update is already in effect, but advertisers’ and small business owners’ current ad campaigns won’t be impacted until January 31, 2025. After that date, any campaigns still using these exclusions will be stopped, and you’ll see a warning if this happens.

What Are The Alternatives for Marketers and Business Owners?

Marketers and business owners can use other options like Custom Audience exclusions. You can also use the audience controls in your ad tools to limit who sees your ads for brand safety or employment-related reasons.

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