Special Ad Categories and Algorithmic Targeting

Wait. When did this happen?

There’s been an update to special ad categories. Chalk this up to one of those changes that happened quietly, and I can’t confirm when exactly it went into effect.

Prior Restrictions

Originally, advertisers couldn’t use algorithmic targeting options when promoting a special ad category. When I wrote about Advantage+ Audience in August of 2023, I stated explicitly that special ad categories didn’t apply.

And Meta’s documentation about Advantage+ Detailed Targeting still says this:

Advantage+ detailed targeting isn’t available for campaigns that use Special Ad Categories such as housing, employment and financial products and services and social issues, elections and politics.

The Proof

But both of these things are now possible.

Once I’ve selected a special ad category, Advantage+ Audience is on by default.

And if I switch to original audiences and provide detailed targeting, Advantage+ Detailed Targeting is now on.

Objective does not appear to matter.

While I’m not sure when this happened, I swear I just ran into the old restriction with a client during the past few weeks. So I think this is a new development. And that assumption would be supported by the fact that Meta’s documentation hasn’t caught up.

Why Was This Ever a Thing?

Honestly, I never understood why this was a thing in the first place. Meta implemented targeting restrictions for special ad categories to prevent discrimination. But those restrictions made sense when it came to isolating people by age, gender, and even interests and behaviors.

How could the use of Advantage+ Audience or Advantage+ Detailed Targeting result in discrimination? You’d think it would be the opposite.

What’s weird is that Meta enabled special ad categories for Advantage+ Shopping Campaigns about a year and a half ago. I’m not sure why the full switch didn’t happen then.