Automotive marketers take note: Meta is switching its measurement provider for local market info, which could impact how you target Facebook and Instagram ads.
As explained by Meta: “Beginning on June 22, 2026, we will discontinue the use of Nielsen’s Designated Market Area (DMA) for automotive model ads. Comscore Markets®, which we introduced in August 2025, will serve as the replacement solution. After this date, campaigns still using Nielsen’s DMA for automotive model ads targeting will be paused and require an update to Comscore Markets® to resume delivery.”
Both of these data sets are fairly similar, with both Nielsen and ComScore’s market info providing data on 210 areas across the U.S.
Both are defined by local TV markets, though ComScore’s dataset utilizes both linear television and digital media definitions, which could provide more up-to-date designation and insight in each region.
So, really, the change should be relatively minimal, but it is worth noting that Meta is changing the way that it defines regions, and that could impact how you reach specific markets.
Meta said that the change will enable it to provide advertisers with a partner solution that is “more sustainable and scalable for long-term performance and measurement.”
The transition to ComScore Markets will begin on March 23, when auto advertisers will have the option to update their vehicle offer feed to include a ComScore Market IDs column instead of DMA codes.
On June 22, Nielsen’s DMAs will be removed from all Meta targeting and reporting solutions.
It’s worth noting these dates to cross-check the performance of your auto ads moving forward.
