Adweek August 10, 2022
Catherine Perloff

Lookalike audiences outperform previous solutions the platform deprecated due to privacy concerns

Meta threw what could be a potential wrench in healthcare marketing plans when it announced in November 2021 that it was deprecating detailed targeting.

Starting January 19, 2022, marketers could no longer target based on peoples’ interests around certain health causes such as “lung cancer awareness,” “world diabetes day,” or “chemotherapy,” in an effort to protect digital privacy.

A new white paper from both Meta and Publicis Health Media tests the best viable targeting alternatives for healthcare marketers. Surprisingly, the study found that other techniques, particularly lookalike audiences, outperform the now legacy interest-based targeting segments.

“We didn’t need that health targeting in the...

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Topics: Healthcare System, Privacy / Security, Social Media, Technology
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