Meta is eliminating placement and device exclusions from ad set configuration
TLDR
Meta is removing the ability to exclude individual placements, platforms, devices, and operating systems from ad sets, pushing advertisers toward bid value rules instead.
Jon Loomer reports that Meta is eliminating placement and device exclusion controls from ad set configuration, with the change initially rolling out as a test to qualified advertisers using Sales and Leads objectives. Instead of removing placements outright, advertisers will rely on bid value rules to adjust spend by placement, platform, or device type—though currently only seven placements are eligible for bid adjustments. The shift reflects Meta's long-standing preference for broader placement delivery through Advantage+ Placements and aligns with the company's push toward automated optimization over manual exclusion controls.