Let’s see what this week’s numbers say about online advertising, shall we?
- EU regulators hit Meta with a $414 million fine Wednesday stemming from a 2018 complaint about its policy that required users to opt-in to personalized advertisements in order to use Facebook and Instagram. If this ruling becomes effective, Meta will no longer be able to require users to accept personalized advertising, and its ability to use data like user clicks and scrolling behaviors to target advertisements would be limited. This could lead to an AppTrackingTransparency-like (ATT) opt-out system being introduced to Meta’s platforms, giving users the ability to choose how their data is collected. The Apple policy has cost Meta billions in advertising revenues. Read more in this article by The New York Times.
- According to the latest edition of Marketing Charts’ US Media Audience Demographics report, after increases in media reach were registered during the pandemic, this past year’s data shows that those gains have subsided and been replaced by slips in reach across all media analyzed. This implies that media consumption has reached something of a plateau, but also that the broad shifts that occurred – likely as a result of the pandemic – have eased. Indeed, only one medium saw a somewhat sizable change in reach in 2022 compared to a year earlier: although a majority of adults (52.7%) reported listening to internet radio in the Spring 2022 data, that was down from 58.8% a year earlier.