Meta Provides Up to date Congressional District Knowledge to Location Focusing on Choices for Adverts
Meta has announced an update to its US location targeting options for adverts, with US congressional districts, as outlined by the 2020 census, to be added as further geo-targeting choices.
As defined by Meta:
“Beginning Could 19, 2022, an extra set of location concentrating on choices shall be obtainable for up to date US congressional districts following the US 2020 census. These shall be added to all adverts interfaces (together with the API) and shall be denoted with “2020-census”. For instance, North Carolina’s up to date district 5 shall be obtainable in location concentrating on as “North Carolina’s fifth District-2020-Census, United States”.”
It’s a small change within the broader scheme, however might have massive implications for these concentrating on adverts primarily based on political bulletins or actions, with the extra particular location qualifiers offering extra concerns in your advert method.
Meta additionally notes that as new congressional districts are finalized, it’ll make them obtainable in its adverts interfaces.
“If a state’s up to date congressional map is at present in litigation, there won’t be a brand new concentrating on choice for it but. If an up to date congressional district isn’t obtainable but, we suggest utilizing different location targeting options primarily based on areas corresponding to, corresponding to concentrating on postal codes, cities and counties.”
So you will have numerous choices for geo-targeting your advert campaigns, however the up to date districts will present extra correct viewers estimate knowledge, and extra particular deal with electoral zones.
The present, pre-2020 census congressional district concentrating on choices will stay obtainable to advertisers by to the start of 2023.
“These districts’ names and bounds will stay the identical. For instance, North Carolina’s pre-2020 census district shall be obtainable as “North Carolina’s fifth District, United States”.
Once more, it’s not a serious change, however it does present extra perception into how Meta’s US advert concentrating on areas are outlined, which might have particular worth for companies seeking to goal adverts primarily based on political impacts, pursuits, regional preferences, and so on.
And with Apple’s ATT prompts taking a bit out of Meta’s knowledge monitoring, you want all of the instruments you may to maximise advert efficiency. Updated location and inhabitants knowledge can solely assist in assessing potential influence.