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In Meta News...

Meta appears to have quietly rolled out an update to location targeting.

Previously you could select your audience based on 1 of the following options:

  • People living in or recently in this location (default)
  • People living in this location
  • People recently in this location
  • People travelling in this location

All but the default have now been removed. Whilst this might not be a huge issue for most advertisers there are some use cases where the impact is significant.

For example, advertisers who cannot ship outside their specific country will now have their ads served to people who were recently in a location, including tourists, despite not living in the country.

Local service providers who only want to target people living in an area will now consider it a waste of budget to target people recently in an area who are unlikely to need their service.

Additionally, tourism providers will no longer be able to target people travelling in an area, which was the sole purpose of their campaign.

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