{"id":9146,"date":"2026-10-22T11:46:56","date_gmt":"2026-10-22T11:46:56","guid":{"rendered":"https:\/\/silvybrand.com\/?p=9146"},"modified":"2026-10-22T11:46:56","modified_gmt":"2026-10-22T11:46:56","slug":"metas-ad-sales-suffering-now-europeans-can-pick-less-personalization","status":"publish","type":"post","link":"https:\/\/silvybrand.com\/?p=9146","title":{"rendered":"Meta\u2019s Ad Sales Are Suffering Now That Europeans Can Pick Less Personalization"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p><span class=\"lead-in-text-callout\">Meta\u2019s advertising growth<\/span> in <a href=\"https:\/\/www.wired.com\/tag\/europe\/\" class=\"text link\">Europe<\/a> is slowing now that residents have the option for less of their personal <a href=\"https:\/\/www.wired.com\/tag\/data\/\" class=\"text link\">data<\/a> to influence what advertisements they see.<\/p>\n<p class=\"paywall\">Advertising revenue in Europe continued to decelerate in the three months through September, the company said on Wednesday, underperforming its global figures. In the region, advertising revenue grew 18 percent year-on-year, slowing from the previous two quarters and lagging the 33 percent growth seen in the US and Canada.<\/p>\n<p class=\"paywall\">Though Meta did not explicitly blame the introduction of the <a href=\"https:\/\/www.wired.com\/story\/metas-pay-for-privacy-model-is-illegal-says-eu\/\" class=\"text link\">Less Personalized Ads model<\/a> on Wednesday, chief financial officer Susan Li had previously warned \u201cwe\u2019re seeing the impact of less personalized ads offering in Europe now that it\u2019s fully rolled out, and that may be an additional headwind,\u201d in July\u2019s second quarter results follow-up call. The preceding two quarters had seen advertising growth fall from around 40 percent to 24 percent; in the US and Canada, it had accelerated from 31 percent to 33 percent, according to Ball.<\/p>\n<p class=\"paywall\">\u201cWe believe the EU\u2019s free, personalized advertising option is contributing to the European slowdown,\u201d Dominic Ball, equity research director at market analysis firm Rothschild &amp; Co Redburn, told WIRED.<\/p>\n<p class=\"paywall\"><a href=\"https:\/\/www.wired.com\/tag\/meta\/\" class=\"text link\">Meta<\/a> began to offer <a href=\"https:\/\/www.wired.com\/tag\/instagram\/\" class=\"text link\">Instagram<\/a> and <a href=\"https:\/\/www.wired.com\/story\/meta-is-making-millions-from-fake-accounts\/\" class=\"text link\">Facebook<\/a> users the LPA option at the beginning of this year, after EU regulators <a href=\"https:\/\/digital-strategy.ec.europa.eu\/en\/news\/commission-finds-apple-and-meta-breach-digital-markets-act\" class=\"text link\">ruled<\/a> that it was breaching its <a href=\"https:\/\/www.wired.com\/story\/apple-meta-alphabet-eu-digital-markets-act\/\" class=\"text link\">Digital Markets Act<\/a> obligation to give consumers the choice of an equivalent service that uses less of their personal data and hit the firm with a \u20ac200 million fine. Sales growth has slowed in the region since the start of the year, when Meta rolled out the option. The European Commission said that charging EU users who did not want their personal data used for personalized advertising for an ad-free service, a measure Meta introduced in the EU in November 2023, did not satisfy this. Meta does not disclose how many people have chosen each option.<\/p>\n<p class=\"paywall\">LPA uses 90 percent less data than personalized ads, Meta says, with ads shown based on what a person sees in a particular session on the site, plus some data points like their age, location, and gender. It leads to <a data-offer-url=\"https:\/\/about.fb.com\/news\/2025\/07\/why-the-commissions-decision-undermines-the-goals-of-the-dma\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/about.fb.com\/news\/2025\/07\/why-the-commissions-decision-undermines-the-goals-of-the-dma\/&quot;}\" href=\"https:\/\/about.fb.com\/news\/2025\/07\/why-the-commissions-decision-undermines-the-goals-of-the-dma\/\" rel=\"nofollow noopener\" target=\"_blank\">poorer<\/a> returns for EU advertisers, it warned in a response to the EU\u2019s ruling. Less-personalized ads are less efficient, leading to fewer transactions, and more ads being closed due to being irrelevant or repetitive, it said. Indeed, the price advertisers were willing to pay per ad in Europe is not growing as fast as in the US and Canada, Wednesday\u2019s results showed.<\/p>\n<p class=\"paywall\">Li told investors on Wednesday the company has \u201ca lot of runway\u201d to increase ad conversions and efficiency, as it is \u201ccontinuing to find ways to either enhance the actual performance of the recommendation engine.\u201d Rothschild &amp; Co Redburn\u2019s Ball believes the company will be able to use AI to improve its ad targeting in Europe despite working with fewer personal data signals.<\/p>\n<p class=\"paywall\">Investors were keen to understand how this fits into Meta\u2019s personal AI agent, <a href=\"https:\/\/www.wired.com\/story\/meta-releases-muse-a-personal-ai-agent-with-privacy-built-into-it\/\" class=\"text link\">Muse<\/a>, launched last month, questions about which dominated the call. Li said the company is seeing high commercial intent from people using Muse\u2014asking for product recommendations, researching alternatives, and comparing options\u2014which will allow them to eventually tap into the advertising market with that product.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.wired.com\/story\/metas-ad-sales-suffering-now-europeans-can-pick-less-personalization\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Meta\u2019s advertising growth in Europe is slowing now that residents have the option for less of their personal data to influence what advertisements they see. Advertising revenue in Europe continued to decelerate in the three months through September, the company said on Wednesday, underperforming its global figures. In the region, advertising revenue grew 18 percent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[706,238,1374,294,421,69,70,204],"class_list":["post-9146","post","type-post","status-publish","format-standard","has-post-thumbnail","category-gadgets","tag-ads","tag-advertising","tag-eu","tag-facebook","tag-instagram","tag-mark-zuckerberg","tag-meta","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Meta\u2019s Ad Sales Are Suffering Now That Europeans Can Pick Less Personalization - Silvybrand Lifestyle Blog<\/title>\n<meta name=\"description\" content=\"An earnings briefing on Wednesday revealed ad revenue has slowed since the European Union introduced the Less Personalized Ads models at the beginning of this year.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/silvybrand.com\/?p=9146\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meta\u2019s Ad Sales Are Suffering Now That Europeans Can Pick Less Personalization - 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