Facebook Ads has started showing warnings about upcoming changes to placement settings. Meta plans to remove the ability to manually exclude individual placements, platforms, devices, and operating systems at the Ad Set level.
The changes are expected for campaigns with the Engagement, Leads, App Promotion, and Sales objectives. The warning itself was first spotted back in August, and it is now continuing to appear for some advertisers. It is still unknown when the setting will be removed for everyone.
Instead of manually disabling placements, Meta suggests using Placement Value Rules. You can use them to separately increase or decrease bids for specific placements.
Regular Value Rules also let you adjust bids separately for devices or operating systems, for example, lower bids for Android, iOS, or desktop. However, you will not be able to completely disable a placement, device, or operating system through Value Rules. You can reduce bids by a maximum of 90%, so delivery may still continue there.
You will also be able to customize ad creatives separately for different placements at the ad level. For example, you can keep one creative for Reels and Stories and another for the feed.
Some exclusions will remain in Account Controls at the overall ad account level, but the options there are noticeably more limited than they are currently at the Ad Set level.
It appears that Meta is gradually taking away manual control over placements. You will no longer be able to completely disable unwanted placements in an Ad Set. Instead, Meta is keeping Value Rules, creative customization, and account-level restrictions.
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