After removing custom audience reach estimates in March last year, Facebook last week announced that it is bringing back the feature.
Last year, researchers at Northwestern University found a “unique bug” in Facebook’s Custom Audiences that could have allowed potential advertisers to infer several targeting attributes of people in audiences they upload. As a result, last March, Facebook announced that it had removed reach estimates for all types of custom audiences.
In an update on July 2, Facebook explained that it is reinstating custom audience reach estimates, after “working with researchers to improve the security” of the custom audiences reach estimate feature. The post also explained that Facebook focused on three key areas to work on fixing any potential misuse: privacy, protection and new usage restrictions.
The new restrictions include rate limits to the number of audiences or API calls that any account can have. The rate limits are not expected to impact advertisers but should prevent any potential misuse.
This case is important as it shows that Facebook’s bug bounty program is working well and especially in ads – an area that the company obviously wants to keep clean.
Many advertisers will be happy to have reach estimates back as they are a useful tool to easily manage campaign reach estimates, bidding, and budgets, and provide them with more precision when planning campaigns.
You might also like
More from Facebook
Facebook And Instagram Introduce Cross-App Messaging
Facebook and Instagram have introduced cross-app messaging, letting users from one app find and message you on the other.
Facebook To Begin Testing Topic Exclusion Controls For Advertisers
Facebook is to begin testing a new brand safety options, including new Facebook Ads topic exclusion controls for a small …
Facebook Oversight Board Publishes Decisions On First Cases
Back in December, Facebook's independent Oversight Board took on its first cases. Its decisions on these cases are now published.
Facebook Continues To Lose Users In The US And Canada
Facebook’s daily active users decline for a second quarter in the United States and Canada, caused by user fatigue and …
Facebook Launches Facebook News Portal In The UK
Facebook is starting to roll out Facebook News in the UK, a destination in its app featuring curated news from …
Facebook Revamps Access Your Information On iOS And Android
Facebook has announced a revamped version of its Access Your Information tool, making it easier for users to find and …
Facebook Bans Ads Promoting Weapon Accessories Ahead Of Inauguration Day
Facebook has announced a ban, on its platforms, of ads promoting weapon accessories and protective equipment - at least through …
Facebook Bans Donald Trump Indefinitely From Its Platforms
Following the recent events in Washington DC, Facebook CEO Mark Zuckerberg has announced an indefinite ban on Donald Trump from …
New Facebook Pages Come Without A Like Button
Facebook is rolling out a new design for Facebook Pages. It comes with new features, but without a Like button.