This is a fairly major change, and will have some fairly significant impacts on the AdTech industry. I'd go as far as saying this was the first really meaningful fallout from the CA scandal.
I'd hazard a guess that not many ordinary users are even aware that retailers can upload their email addresses into Facebook and create targeting segments from them.
As to what these changes do to the AdTech industry is anyone's guess. 'Onboarding' email addresses is basically LiveRamp's business model.
I highly doubt this had anything to do with CA, outside of some PR timing... third party data is stale and expensive and advertisers were already complaining of costs on FB... this will make it cheaper for mom and pop advertisers and scare away the affiliate marketers mostly.. facebooks owm data and first party audience data is still open season and where the ad dollar shift has been happening anyways...
This was a smart biz decision and CA was just a convenient opportunity to roll out without too much backlash IMHO.
that's not what is being removed. It's 3rd party data that FB is purchasing not, that advertisers are providing through Custom Audiences for Lookalikes.
I'd hazard a guess that not many ordinary users are even aware that retailers can upload their email addresses into Facebook and create targeting segments from them.
As to what these changes do to the AdTech industry is anyone's guess. 'Onboarding' email addresses is basically LiveRamp's business model.