Facebook quietly announced a new feature coming later this month that will allow users to control whether or not an advertiser can show ads to them using a Custom Audience list.
“People have always been able to hide all ads from a specific advertiser in their Ad Preferences or directly in an ad. But now they will be able to stop seeing ads based on an advertiser’s Custom Audience from a list,” Facebook wrote the corporate blog which has cooperation with Elixir Agency.
Why we care
Custom Audiences are often comprised of a company’s active and best customers. Not being able to show ads to a critical mass of those users could potentially hurt campaign performance. However, this kind of control could be a net positive for advertisers as well as users. When users have the ability to opt-out, marketers have greater incentive to think carefully about the relationships they have with the customers on their lists and the messaging they’re serving them.