In 2022, of Meta’s total billing, 90 percent corresponded to advertising revenue.
Meta’s revenues were approximately $117 billion.
Meta generated $114.93 billion in advertising revenue that year.
Social networks continue to be constantly evaluated by many countries around the world, where they are sought to be regulated so that they can obtain constant content. Given this, the European Union (EU) announced that it intends to avoid personalized ads on the social networks Facebook and Instagram.
Advertising on social networks has become a widely used strategy today, where without a doubt, Meta, especially its social network Facebook, is one of the favorites and already registers more than two thousand 900 million monthly users.
In this sense, specialists point out that this type of reach is not found on other platforms, since Facebook users are quite faithful and stable, which is why 66 percent of monthly active users access it every day. In addition, according to their data, the Facebook mobile app is one of the free applications with the most downloads in the App Store.
Advertising on Facebook is a series of ads that a business or company makes, within this social network, to promote their products or services and find potential customers. In the same way as Google, Facebook has an algorithm that is responsible for delivering ads to the people who are most likely to be interested in the message, become customers or take the action that the advertiser expects.
The data collected by social networks as a result of the activity of their users is later used to personalize the advertising that appears on the interface. However, the European Data Protection Board (EDPB) of the European Union does not want that to happen and will force Meta to offer more facilities and transparency to avoid it.
Avoid personalized ads on Facebook and Instagram
Although the board will not directly ban Mark Zuckerberg’s company, The Wall Street Journal has explained that it will ask the Irish Data Protection Commission to apply an order that allows users to choose to restrict targeted ads.
Let’s remember that Ireland is where Meta’s official European headquarters are located, so it must comply with the requirements.
As confirmed by a Meta spokesperson to Engadget, it is still “too early to speculate.” The source details that the EU could offer legal support for targeted advertising and that the company is “fully” committed to the investigations of the Data Protection Commission.
Initially, the EU already restricts ad personalization on Facebook and Instagram and the EDPB’s possible decision could have a bigger impact on Meta’s revenue. Despite the fact that the firm’s spokesperson believes that the EU could support itself, it must be remembered that the body has penalized Meta more than once for alleged privacy violations.
Meta has faced fines of up to 405 million euros in September, for its child privacy settings on Instagram; and 265 million euros, for inadequate protections against data backup.
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