Meta Is Making Some Changes Towards Facebook’s Ads Tech

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The company is making some major changes with Facebook’s ads service due to major drops in market value and interest. Reportedly, this social media giant announces that ads will be shown fairly among demographic groups. Previously, there have been several concerns towards this service from Facebook and Meta, stating that these display ads are not related and helpful to users. Let’s find out the full story in the following post right here.

Earlier this week, this social media giant stated that these changes are aiming for users’ and sellers’ better experience with this platform. The considerations about the service are that Meta is being biased in delivering ads to potential customers. Last year, the company had to deal with a lawsuit with the US Department of Justice. Specifically, the allegations blame the company for allowing landlords and home sellers to run discriminatory housing ads. As a result, the housing ad tool has stopped being used by Meta and the company is planning for some major changes.

Even though there are several rules against discriminatory ads, there are missing points that advertisers could abuse to exclude people from some services such as housing, employment opportunities and financial services. It’s understandable that ads are shown due to people’s interests, demographics and behaviors. Therefore, the very significant change is that Facebook would limit the characteristics advertisers can use to reach customers.

Meta stated that the new policy is “to help ensure that the audience that ends up seeing a housing, employment, or credit ad more closely reflects the eligible targeted audience for that ad.” This means that ads will be shown to more precise targeted audiences. Therefore, Meta, advertisers and Facebook users are all happy. The allegations as mentioned above will not happen once again.

Facebook is going to apply the new system to housing ads. The expansion is going to take place in the near future to employment and credit ads, earliest in 2023. This is also the very first time that Mark Zuckerberg’s platform has to be present at court for its ads system. Therefore, the US Department of Justice is going to review these changes. The presenter of the Justice Department said “Federal monitoring of Meta should send a strong signal to other tech companies that they too will be held accountable for failing to address algorithmic discrimination that runs afoul of our civil rights laws”.

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