The Cambridge Analytica situation changed Facebook. It created a narrative among the general public that Facebook may not be safe, and in order to gain that trust back, Facebook had to make some changes… changes that provided a safer and better experience for Facebook users.
We, marketers, felt these changes pretty strongly.
Facebook is changing every single day in efforts to provide a healthier and more productive experience for users.
There were small changes, like the removal of some targeting options and custom audience size.
But we also saw large changes. Nothing that was publicly “announced” by Facebook, but changes that most of us as advertisers experienced. Certain strategies that used to work in 2017 quit working. Ad costs also rose for a lot of marketers.