Facebook, in its continuing mission to be both socially responsible and legally compliant, has been scrutinizing and dramatically revamping many of its practices and policies. However, new guidelines intended to provide non-discriminatory protocols for housing, employment, and credit advertising can inadvertently throttle the impact of some hyper-targeted Facebook ads.
Recognizing the inherent challenges these new practices can create for advertisers, Seychelle Media has proactively fortified its options for serving the digital advertising needs of businesses in all sectors. Seychelle Media works to serve the needs of all clients, including verticals that may now be challenged to reach their target market in light of Facebook’s new advertising policies.
For example, after repositioning to accommodate the concerns and complaints of the Department of Housing and Urban Development, the American Civil Liberties Union, and the National Fair Housing Alliance, Facebook advertising options now include the following stipulations:
- Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age, gender or zip code.
- Advertisers offering housing, employment and credit opportunities will have a much smaller set of targeting categories to use in their campaigns overall. Multicultural affinity targeting will continue to be unavailable for these ads. Additionally, any detailed targeting option describing or appearing to relate to protected classes will also be unavailable.
Addressed by Facebook COO, Sheryl Sandberg this past March, (see: Doing More to Protect Against Discrimination in Housing, Employment and Credit Advertising) Facebook announced:
“…Facebook is planning a complete overhaul to their ad targeting options that will remove many of the options entirely to prevent people and companies offering housing, loans and jobs from discriminating against protected classes. Facebook will also be working with representatives from the NFHA to develop an in-house training program on fair housing for Facebook’s staff and leadership team. The NFHA will also monitor Facebook advertisers to ensure compliance with federal housing and lending laws.”
When It Comes to Digital Advertising, Seychelle Media CAN
Seychelle Media has strong and effective Big Data relationships and tools in place. We work with many Big Data providers. These relationships afford our clients the capability (1.) to focus on hyper-targeted advertising to their appropriate market sectors and (2.) to build look-alike audiences that are relevant to their products.
Seychelle Media is committed to providing clients with meaningful digital advertising services for fulfilling each client’s unique marketing needs.
Seychelle Media Big Data Partners Include:
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