Carly Carson Shares Thoughts on Potential Headwinds for Audience Targeting on Instagram

With Facebook seemingly in the news daily about its actions and plans around ad targeting and data privacy, it was inevitable that insiders would start to speculate about any potential draft faced by Instagram, given how closely linked the two platforms are. AdExchanger has published a story about what might happen with Instagram and called on PMG’s Carly Carson to share her thoughts about ramifications for advertisers.

As Facebook gives users greater control over how their data may or may not be shared with third-party apps and sites, including their own family of brands, the net result of these shifts could cause remarketing audience sizes to shrink, said Carson. She also added, “Advertisers will have to broaden their audience targeting definitions, potentially leading to less qualified users and dips in performance.”