“Zuckerberg makes concessions. Advertising on Instagram and Facebook will become less personalized, and you will not have to pay for it November 13, 02:03 Share: Meta’s plan to introduce subscriptions to Instagram and Facebook has been defeated (Photo: InkDropCreative / Depositphotos) Author: Anastasiya Pecheniuk Meta considered introducing subscriptions to Instagram and Facebook for those who want their data used less for ad targeting. European”, — write on: ua.news
Meta’s plan to introduce Instagram and Facebook subscriptions failed (Photo: InkDropCreative / Depositphotos)
Meta has considered introducing subscriptions to Instagram and Facebook for those who want their data used less for ad targeting. European regulators forced Mark Zuckerberg’s company to offer it for free
In the coming days, Instagram and Facebook users in EU countries will have the option to receive less personalized advertising. The move by Meta, which sought to force users to pay for less use of their data to target ads, was a compromise that had to be made under pressure from European regulators, writes The Wall Street Journal.
A less personalized format involves European users being shown contextual ads suggested based on the content viewed during a particular browsing session. A common method of ad targeting involves the use of data collected during previous user activity.
Some of the new ads that EU customers will see will also be shaped based on the user’s age, gender and geolocation. The new ad will cover the entire screen and will be unskippable for a few seconds.
Meta has told European regulators that it expects less personalized advertising to have a negative impact on its business. According to Meta’s latest financial statements, most of Europe, which includes the EU, accounts for 23% of its revenue. It is currently unknown whether the company plans to provide the same capabilities to users outside the block.
It will be recalled that in July, due to an attempt to introduce a subscription, EU regulators accused Meta of violating the new law on digital competition. Fines for violations of the law can reach 10% of the company’s total annual revenue or 20% in case of repeated violations.