Meta reportedly plans to offer European users of Facebook and Instagram an option to be advertised “less targeted”in order to comply with European legislation, according to information from the Wall Street Journal published Tuesday, November 12. Instead of basing targeting on complete browsing history, it would be contextual targeting based on the content visited during the session, in addition to socio-demographic data and geolocation. Some of these ads would be full screen and unskippable. The content pushed on the platforms would always be targeted in relation to the browsing history.
To remember. This summer, the European Commission considered that the “pay or consent” alternative put in place by Meta a year ago was not in compliance with the DMA. This offered Europeans the choice between a paid subscription formula to its social networks and acceptance of targeted advertising. The new targeting method is a response to the legislator's position, the second being a reduction in the price of its subscription, to 8 euros on mobile, according to the Wall Street Journal.
