After Mark Zuck’s 2-day grilling with Congress last week, we’ve already seen some rapid changes to Facebook’s advertising platform that will likely have a significant impact on digital targeting, and the industry as a whole, in the near future. While the effects are still somewhat uncertain in the United States, you’ve probably already noticed some changes that may have you questioning the value of the platform going forward. The reality is that these changes in privacy and data standards will likely not be isolated to Facebook, but will change the expectations for how major tech/internet companies deal with consumer privacy across the globe. Here’s a rundown of what we know so far. Recent Amendments to Facebook Ad Manager Facebook has rolled back the level of detail previous available within the ad platform about target audiences, such as audience size and potential reach. Facebook recently announced that it will remove the ability to target by partner categories or consumer information from third-party companies like Acxiom, Experian, and Oracle Data Cloud. This will prohibit campaigns from using information about user buying behavior, life events, homeownership and income levels. What Is still the Same? While the recent changes may have you discouraged, remember that Facebook

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