This is a significant update for Facebook advertisers; the social network recently announced that it will begin counting people that have not connected their Facebook and Instagram accounts in its Accounts Center as distinct entities for ad purposes – in other words, if the accounts are not connected, Facebook will now assume that Facebook and Instagram profiles are two separate people.
According to a statement from Facebook, if a person’s Facebook and Instagram profiles are not linked in the Accounts Center, those accounts will be treated as different people for ad planning and measurement.
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