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Facebook Eliminates Ethnic Affinity Targeting

Posted on 11.14.2016

Facebook will no longer allow ethnic affinity targeting for certain ads.

The social network indicated that the change will affect housing, credit and employment ads in response to concerns and claims that its practices were discriminatory.

The targeting will continue to allow advertisers to target users whose Facebook activity indicates an interest in “content relating to particular ethnic communities.”

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Facebook reportedly has been meeting with congressional leaders and organizations including the American Civil Liberties Union after a report that suggested how the networks ads could be targeted to exclude minorities from seeing certain opportunities.

The company has a great deal of information about nearly 1.8 billion users which provides businesses an opportunity to target their promotions on a very granular level so it will be difficult to determine the impact of removing this type of affinity targeting but it could prove significant with the holidays fast approaching.


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