Placement Targeting

Deliver ads on specific placements, such as desktop Feed only or mobile Feed plus Audience Network Rewarded Video. You can only use certain placement options depending on your campaign objective. See Campaign, Objective and Placements for more information.

The platforms and positions available are device_platforms, publisher_platforms, facebook_positions, audience_network_positions, instagram_positions and messenger_positions. See the Device, Publisher and Positions section for more information.

curl -X POST \
  -F 'name="My AdSet"' \
  -F 'optimization_goal="REACH"' \
  -F 'billing_event="IMPRESSIONS"' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id="<AD_CAMPAIGN_ID>"' \
  -F 'targeting={
       "geo_locations": {
         "countries": [
           "US"
         ]
       },
       "publisher_platforms": [
         "facebook"
       ],
       "facebook_positions": [
         "feed"
       ]
     }' \
  -F 'promoted_object={
       "page_id": "<PAGE_ID>"
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adsets


If you do not specify anything for a particular placement field, Facebook considers all possible default positions for that field. For example, if you set publisher_platforms to facebook, but select nothing for facebook_positions, Facebook considers all default Facebook positions such as feed, right_hand_column, etc. Or, if you do not select any publisher_platforms, Facebook considers all default publisher_platforms. Facebook may also automatically consider new positions or platforms as they become available.

On Audience Network, you can limit which publishers display your ads. Exclude publishers by category, or create a custom list of app store URLs or domain URLs to exclude.

You cannot use only right_hand_column alone as a placement for video, collection or canvas ads.

Inventory Filter helps you control whether your ads display next to different types of content in Facebook in-stream and Audience Network. To learn more about these content categories, see Ads Help Center, Inventory Filter. You can choose one value for Facebook in-stream and one value for Audience Network. Options include: Full, Standard and Limited. For details, see brand_safety_content_filter_levels below:

Name Description

brand_safety_content_filter_levels

array<string>

For Facebook in-stream, we allow these values:


  • FULL: FACEBOOK_RELAXED
  • STANDARD: FACEBOOK_STANDARD
  • LIMITED: FACEBOOK_STRICT

For Audience Network, we allow these values:


  • FULL: AN_RELAXED
  • STANDARD: AN_STANDARD
  • LIMITED: AN_STRICT

Example: "brand_safety_content_filter_levels":["FACEBOOK_STRICT", "AN_RELAXED"]

excluded_publisher_categories

array<string>

Includes: dating and gambling

excluded_publisher_list_ids

array<numeric strings>

Each string is a list ID for exclusions. Create custom lists in Ads Manager or Marketing API, Publisher Block List.


Example:
"excluded_publisher_list_ids":["{block_list_id_1}","{block_list_id_2}"]

For example, to use brand_safety_content_filter_levels:

curl \
  -F 'name=My AdSet' \
  -F 'optimization_goal=REACH' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=CAMPAIGN_ID' \
  -F 'targeting= { "geo_locations":{"countries":["US"]}, "brand_safety_content_filter_levels":["FACEBOOK_STRICT","AN_STANDARD"]}' \
  -F 'status=ACTIVE' \
  -F 'access_token=ACCESS_TOKEN' \
  https://graph.facebook.com/VERSION/AD_ACCOUNT_ID/adsets

For Audience Network and In-Stream video you can also exclude publishers by category:

Name Description

excluded_publisher_categories

array<string>

Includes:

  • debated_social_issues
  • mature_audiences
  • tragedy_and_conflict

Example:
"excluded_publisher_categories": ["debated_social_issues", "mature_audiences"]

Device, Publisher, and Positions

Name: Options Description

device_platforms: mobile, desktop

Optional.
Default: All
The device types someone has who sees your ad.

publisher_platforms: facebook, instagram, messenger, audience_network

Optional.
Default: All
The publishing channel for your ad. You can set the publishing channel position by setting them within facebook_positions, instagram_positions, audience_network_positions, or messenger_positions.

facebook_positions: feed, right_hand_column, marketplace, video_feeds, story, search, instream_video, facebook_reels, profile_feed

Optional.
Default: All


Notes:

  • If provided, publisher_platforms must include facebook or do not provide to default to all.
  • feed includes Feed for Desktop and Mobile.
  • For campaigns targeting the United States (US), United Kingdom (GB), France (FR), Spain (ES), Germany (DE), Mexico (MX), India (IN) and Thailand (TH), you can use instream_video without feed for the VIDEO_VIEWS and POST_ENGAGEMENT objectives. instream_video is not supported for the CONVERSIONS objective.
  • If you select story, you must use Facebook feed or Instagram story and device_platforms: mobile because Facebook Stories is mobile-only.
  • If you select marketplace, search, or profile_feed, you must use feed.
  • As of v3.0, right_hand_column is only available for single image, single video, and carousel formats for the TRAFFIC, CONVERSIONS, and PRODUCT_CATALOG_SALES objectives.

instagram_positions: stream, story, explore, explore_home, reels, profile_feed, ig_search

Optional.
Default: All
You can target Instagram carousel ads for Instagram stream, story or ig_search. If you are using unprompted carousel creative in stories, you cannot select both options for the same ad set.
Ads using story will be displayed in both the Instagram Desktop and Mobile web feeds.

audience_network_positions: classic, rewarded_video

Optional.
Default: All
By default, we don't return effective_audience_network_positions when you read the targeting spec for an ad set. This may differ from your configured audience_network_positions. If you specify a position that is not supported for a given objective, it appears in the list of configured positions, but not in the list of effective positions.

messenger_positions: messenger_home, sponsored_messages, story

Optional.
Default: messenger_home, story


Notes:

  • If you select messenger_home, you must also select Facebook publisher_platform and feed for facebook_positions.
  • messenger_home is available for single image and carousel in the LINK_CLICKS, CONVERSIONS, MESSAGES, APP_INSTALLS and PRODUCT_CATALOG_SALES objectives for ads driving traffic to websites, apps, and Messenger.
  • If you select story, you must use Facebook feed or Instagram story and device_platforms: mobile because Messenger Stories is mobile-only. You can use story for single image and video formats in ad campaigns with the CONVERSIONS, TRAFFIC, REACH, BRAND_AWARENESS, and APP_INSTALLS objectives for ads driving traffic to websites and apps.
  • You cannot use sponsored_messages with the other placements, including messenger_home or Facebook placements.

Logic

  • The logic for options in the same parameter is OR.
    For example, publisher_platforms=['facebook','instagram'] means deliver ads on Facebook and Instagram.
  • The logic between parameters is AND.
    For example, publisher_platforms=['facebook']&device_platforms=['mobile'] means deliver these ads to Facebook Mobile only.
  • If the logic results in targeting no one, such as publisher_platforms=['instagram']& device_platforms=['desktop'], you will see an error.

Limitations

  • You cannot use Audience Network alone, so publisher_platforms: audience_network cannot be selected by itself.
  • The audience_network placement with the VIDEO_VIEWS objective must be used with the THRUPLAYS optimization goal.
  • You cannot select story for facebook_positions by itself. If you select story for facebook_positions, you must also select Facebook feed or Instagram story.
  • You cannot select story for messenger_positions by itself. If you select story for messenger_positions, you must also select either Facebook feed or Instagram story.
  • Instagram Web Feeds ads use the stream placement and are checked for web eligibility to be delivered to both desktop and mobile web feeds. The compatible objectives are BRAND_AWARENESS, REACH, LINK_CLICKS, POST_ENGAGEMENT, VIDEO_VIEWS, and CONVERSIONS.

Examples

Stories

To use Facebook Stories as your placement:

curl \
  -F 'name=My Ad Set' 
  -F 'optimization_goal=CONVERSIONS' 
  -F 'billing_event=IMPRESSIONS' 
  -F 'bid_amount=2' 
  -F 'daily_budget=1000' 
  -F 'campaign_id=<AD_CAMPAIGN_ID>' 
  -F 'targeting={"geo_locations":{"countries":["US"]}, "publisher_platforms":["messenger", "facebook"], "facebook_positions":["story"], "messenger_positions":["story"]}' 
  -F 'status=ACTIVE'
  -F 'access_token=<ACCESS_TOKEN>' 
  https://graph.facebook.com/API_VERSION/act_AD_ACCOUNT_ID/adsets

In-stream Video

To create an ad set with only instream_video placement that targets a supported country listed above:

curl \
  -F 'name=My AdSet' \
  -F 'optimization_goal=REACH' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=CAMPAIGN_ID' \
  -F 'targeting={"geo_locations":{"countries":["US"]},"publisher_platforms":["facebook"], "facebook_positions":["instream_video"]}' \
  -F 'status=ACTIVE' \
  -F 'access_token=ACCESS_TOKEN' \
  https://graph.facebook.com/API_VERSION/act_AD_ACCOUNT_ID/adsets

Audience Network

To target the Audience Network Rewarded Video placement:

curl \
  -F 'name=My Ad Set' \
  -F 'optimization_goal=OFFSITE_CONVERSIONS' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'is_autobid=true' \
  -F 'daily_budget=40000' \
  -F 'campaign_id=<AD_CAMPAIGN_ID>' \
  -F 'targeting={"app_install_state": "not_installed","geo_locations":{"countries":["US"]},"facebook_positions":["feed"],"device_platforms": ["mobile"],"audience_network_positions": ["classic","rewarded_video"],"user_device": ["Android_Smartphone","Android_Tablet"],"user_os": ["Android_ver_4.4_and_above"]}' \
  -F 'promoted_object={"application_id": "<APPLICATION_ID>","custom_event_type": "PURCHASE","object_store_url": "<OBJECT_STORE_URL>"}' \
  -F 'status=ACTIVE' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/<APIVERSION>/<AD_ACCOUNT_ID>/adsets

This returns:

{
  "targeting": {
    "audience_network_positions": [
      "classic",
      "rewarded_video"
    ],
    "effective_audience_network_positions": [
      "classic",
      "rewarded_video"
    ]
  },
  "id": "<AD_SET_ID>"
}

Reels

To use Facebook Reels as your placement:

curl \
  -F 'name=My AdSet' \
  -F 'optimization_goal=REACH' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=CAMPAIGN_ID' \
  -F 'targeting={"geo_locations":{"countries":["US"]},"publisher_platforms":["facebook"], "facebook_positions":["facebook_reels"]}' \
  -F 'status=ACTIVE' \
  -F 'access_token=ACCESS_TOKEN' \
  https://graph.facebook.com/API_VERSION/act_AD_ACCOUNT_ID/adsets

Instagram Explore home

To create an ad set with the explore_home placement that targets a supported country (e.g., "US"):

curl -X POST \
  -F 'name="My AdSet"' \
  -F 'optimization_goal="LINK_CLICKS"' \
  -F 'billing_event="IMPRESSIONS"' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id="<AD_CAMPAIGN_ID>"' \
  -F 'targeting={
       "geo_locations": {
         "countries": [
           "US"
         ]
       },
       "publisher_platforms": [
         "instagram"
       ],
       "instagram_positions": [
         "stream",
         "explore",
         "explore_home"
       ],
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adsets

Instagram search results

To create an ad set with the ig_search placement that targets a supported country (e.g., "US"):

curl -X POST \
  -F 'name="My AdSet"' \
  -F 'optimization_goal="LINK_CLICKS"' \
  -F 'billing_event="IMPRESSIONS"' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id="<AD_CAMPAIGN_ID>"' \
  -F 'targeting={
       "geo_locations": {
         "countries": [
           "US"
         ]
       },
       "publisher_platforms": [
         "instagram"
       ],
       "instagram_positions": [
         "stream",
         "ig_search"
       ],
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adsets

Effective Placement with Targeting

You create ad sets with placements in the targeting spec, however you do not always know if Facebook delivered your ad to the placements specified. This is because your selected placement may not apply to your chosen advertising objective. With the effective placements API for targeting, you can determine which placements your ad will deliver to, given your targeting options, and receive validation messages to understand why some placements are filtered out. If you do not provide targeting, you can still determine the effective placement based on ad set and ad campaign settings.

To read an effective placement based on your targeting, put effective_ in front of the placement field name. For example:

curl -G \
  -d "fields=targeting{effective_publisher_platforms,effective_facebook_positions,effective_device_platforms,effective_audience_network_positions,effective_instagram_positions}" \
  -d "access_token=<access_token>" \
  https://graph.facebook.com/<VERSION>/<AD_SET_ID>

To see why some placements got filtered out use the recommendation field:

curl -G \
  -d "fields=recommendations" \
  -d "access_token=<access_token>" \
  https://graph.facebook.com/<VERSION>/23842573364570019

With the effective placements, you can determine which placements your ad will deliver to based on your ad set's billing_event, optimization_goal and promoted_object as well as your ad campaign's buying_type and objective. All parameters for /ad_campaign_placement include:

  • Ad account_id and access token
  • billing_event, such as IMPRESSIONS
  • Buying Type, such as AUCTION
  • Objective, such as POST_ENGAGEMENT
  • Optimization Goal, which is optional, such as POST_ENGAGEMENT
  • Promoted Object, such as PIXEL_ID

All parameters except for promoted_object and optimization_goal are required. If you do provide targeting, you can use Marketing API to determine the effective placement based on the ones permitted for your settings, see Effective Placement with Targeting. For example:

curl -G \
-d 'account_id=<ACCOUNT_ID>' \
-d 'billing_event=IMPRESSIONS' \
-d 'buying_type=AUCTION' \
-d 'objective=PAGE_LIKES' \
-d 'optimization_goal=IMPRESSIONS' \
https://graph.facebook.com/<VERSION>/ad_campaign_placement?access_token=<TOKEN>

The call returns:

{
   "effective_device_platforms": [
      "mobile",
      "desktop"
   ],
   "effective_facebook_positions": [
      "feed",
      "right_hand_column"
   ],
   "effective_publisher_platforms": [
      "facebook"
   ],
   "recommendations": [
      {
         "title": "Placement Not Supported By Objective",
         "message": "Ads with PAGE_LIKES objective do not support facebook.instream_video, facebook.suggested_video, facebook.marketplace, audience_network.classic, audience_network.instream_video, audience_network.rewarded_video, instagram.stream, instagram.story, messenger.messenger_home.",
         "code": 1815609,
         "importance": "LOW",
         "confidence": "HIGH",
         "blame_field": "targeting"
      },
      {
         "title": "Device Platform Not Supported By Objective",
         "message": "Ads with PAGE_LIKES objective do not support connected_tv.",
         "code": 1815610,
         "importance": "LOW",
         "confidence": "HIGH",
         "blame_field": "targeting"
      }
   ],     
   }
}

You can use the code field from this result in a call to /ad-recommendation to see a detailed reason. For example, you can get this information:

[{“code”: 1815610, “summary”: “Device Platform Not Supported By Objective”},]

For more information, see Ad Recommendation, Reference and Effective Placement with Targeting.