Your Meta campaigns changed this morning
If you're running Meta ads, there's something you need to check before you spend another dollar today.
Meta retired DMA (Designated Market Area) targeting on June 22. That's today. If any of your ad sets used DMA as a geographic filter, those parameters are either gone or have been auto-migrated depending on how your account is set up. Meta did not pause your campaigns. It did not flag the change in a way most advertisers would notice. Everything likely looks fine in your dashboard. It might not be.
Open Meta Ads Manager. Go to your active ad sets. Click into each one and check the Location section under Audience. If it previously used DMA targeting, confirm it's still set to the right geographic area and that the reach estimate looks normal. If something looks off or the location field is blank, update it manually before the campaign spends another dollar.
What changed beyond DMA. Meta also announced Live Video Ads on Instagram, Virtual Cards for in-app checkout, and expanded affiliate programs at Cannes Lions this week. These changes are accelerating the distance between attention and purchase. The brands positioned to benefit are the ones already invested in creators, live content, and community.
I wrote a full breakdown of what changed, what it means for DTC brands, and what to do about it.
Sources
- Common Thread Collective (2026). Meta at Cannes 2026: Live Video Ads, Virtual Cards, and the DMA Change Every Ecommerce Brand Must Act On. commonthreadco.com
- Dyer, B. (2026). Meta Is Replacing Nielsen DMAs with Comscore: What to Do Before June 22, 2026. webtopia.co
- Hutchinson, A. (2026). Meta Switches to Comscore Markets Data for Auto Ads. socialmediatoday.com
