The Meta ads personalized targeting changed on Facebook and Instagram. Read further to find out what is new.
[1] Meta must stop personalized targeting ads on Facebook and Instagram.
[2] Meta is introducing a paid ad-free subscription model.
[1] Meta must stop personalized advertisements on Facebook and Instagram within Europe. This decision was made this week by authorities such as the Dutch Data Protection Authority (Autoriteit Persoonsgegevens) during the European Data Protection Board (EDPB) meeting.
WHY WILL THE PERSONALIZED ADS TARGETING CHANGE?
Meta lacks a lawful legal basis for processing personal data, and users of Meta platforms are unclear about entering into a ‘contract’ when using the platforms. Norway initiated a similar process earlier, and now Europe is following suit through an expedited procedure.
WHEN WILL IT CHANGE?
The EDPB has given Meta a two-week deadline to implement measures. Read below for the consequences.
[2] Meta is introducing an ad-free version of Facebook and Instagram. It was officially announced this week. They are launching a monthly subscription model in the EU, EEA, and Switzerland, allowing users to use the platforms without ads. Through a web browser, this costs €9.99 per month, while via the iOS or Android app, it’s €12.99 per month. After March 1, 2024, additional charges apply per account, with a total price for all accounts in a shared account center.
WHY WILL THEY IMPLEMENT A PAID-AD FEE SUBSCRIPTION MODEL?
Meta needs to comply with GDPR regulations, as determined by a recent ruling by the Court of Justice of the European Union (CJEU) and in anticipation of the Digital Markets Act (DMA). The DMA aims to prevent the largest tech companies (Apple, Alphabet – Google, Amazon, Meta, Microsoft, and ByteDance – TikTok) from becoming too dominant, although their power is already substantial.
WHEN WILL IT GET IMPLEMENTED?
Starting from November, users will be asked whether they want to continue using the platform for free or opt for the ad-free model.
WHAT ARE THE CONSEQUENCES?
For stopping personalized ads, we’ll have to wait and see what actions Meta takes in the next two weeks. As for the ad-free model, it remains to be seen how many users choose to subscribe. It could be that the subscription model for paid Meta use is the solution, as we also see in Meta’s response. Overall, we’ve been moving towards a ‘cookieless era,’ not only with Meta but also in the broader digital landscape. It’s becoming increasingly important for businesses to build a strong profile through other means, engage with their audience, and create their own communities. Additionally, email marketing is regaining popularity. While online marketers face challenges, the key lies in staying informed about market trends and identifying opportunities. Consumers will always exist, but the methods to reach them may evolve. At The Marketing Collectiv, we stay updated with all market changes.
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