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Complying with Facebook’s Opt Out Requirements

Facebook’s Custom Audiences Terms require advertisers and partners operating on behalf of advertisers to remove opt-out users from Facebook Custom Audiences.

Available Opt Out Integrations

LiveRamp has two Facebook Opt Out destination account integration types: direct integration (available for U.S. distributions only) and managed integration (available for all supported countries).

Note

For a complete list of available Facebook integrations: See "Facebook Destination Account Integration Options."

These integrations enable LiveRamp clients to remove opt-out users from their Facebook campaigns by distributing segments containing opt-out users to that destination account.

  • The Facebook Direct Opt Outs destination account integration allows you to opt out users that are being distributed through a Facebook Direct Onboarding destination account.

FB Direct Opt Out Tile.jpg

  • The Facebook Managed Opt Outs destination account integration allows you to opt out users that are being distributed through a Facebook Managed Onboarding destination account.

FB Managed Opt Out Tile.jpg

Remove Opt-Out Users

To set up the removal of opt-out users:

  1. Contact your LiveRamp representative to create the audience to use for opt out users and to automate the uploading and ingestion of your opt out files.

  2. Activate the appropriate new opt out destination account from within the Facebook destination account group by following the steps in “Activate a New Destination Account”:

    • Use the Facebook Direct Opt Outs destination account integration to opt out users that are being distributed through a Facebook Direct Onboarding destination account.

    • Use the Facebook Managed Opt Outs destination account integration to opt out users that are being distributed through a Facebook Managed Onboarding destination account.

    Caution

    Use identifiable destination account names: Be sure to name the destination account integration so that it can be clearly identified. LiveRamp suggests the format “[CLIENT NAME] - Facebook [COUNTRY CODE] [INTEGRATION TYPE (direct or managed)] Opt Outs”.

  3. Upload a file of opted-out users to your opt out audience. In addition to our standard file creation and formatting guidelines, the file must:

    • Be a column-based, comma-separated values (.csv) file

    • Contain PII-based identifiers (name and postal addresses, email addresses, and/or phone numbers)

    • Contain only one segment data field, named “OPT_OUTS”, where all the entries in that field are the same (for example, “1” or “yes”)

    • Contain a header row

    • Be named in the format “[client_name]_facebook_[country_code]_opt_outs.csv”

  4. Add your segment of opted-out users to this destination account in the same way you would for any other distribution (see Distribute Data to a Destination for more information). The segment of users will be removed from all of your Custom Audiences in Facebook once the distribution has been completed.

Note

How often should opt-out users be removed? LiveRamp recommends that you opt out users on a monthly basis.

In this section:

A type of destination integration where distributions to a particular platform are delivered directly to the customer’s account on that platform. Almost all of LiveRamp’s platform integrations are direct integrations, with the exception of platforms such as Facebook, where customers can choose between a direct integration and a managed integration.

A type of destination integration where first-party data distributions are delivered to LiveRamp’s account, and then shared by LiveRamp to the customer’s account (as opposed to a “direct integration”).

A group of your records that are defined by a specific attribute (a field/value pairing, such as "Gender=female"). For example, a field for "Gender" might contain segments for "Gender=Female" and for "Gender=Male."

A type of file where every row has the same number of fields and the field names are contained in a header row, as opposed to a key/value file.

A category of identifiers where the identifiers consist of PII (personally identifiable information). PII identifiers are sometimes also referred to as "offline identifiers."

Data you use to group your records based on certain attributes (such as “Gender=Female” or “Income=25,000-49,999”) so you can distribute those records to one of LiveRamp’s partners, typically for targeting, measurement, or personalization.

A set of segment data that holds a specific category of values, such as "Car_Owned."

The first row of a column-based file, where the entries of that row indicate the field name for each column.

A group of your records that are defined by a specific attribute (a field/value pairing, such as "Gender=female"). For example, a field for "Gender" might contain segments for "Gender=Female" and for "Gender=Male."