Meta to get consent before collecting data for targeted advertising in Europe
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Meta has offered to get consent from all users in Europe before collecting their data for targeted advertising purposes.
The company put forward the proposal in a bid to try and end a year-long dispute with the European Union over the legality of its targeted ad operations.
Although the changes could have a catastrophic impact on the effectiveness of its targeted ads, Meta has assured that marketers will still be able to promote personalised ad campaigns on the platform in Europe regardless.
Why we care. If a large number of people in Europe refuse to give permission for their data to be collected, Meta will receive fewer signals to identify their interests and behavioural patterns. Without this data, Meta won’t be able to build audiences for ads as effectively, making its targeted advertising operation weaker. This may result in marketers opting not to spend money to advertise on the platform, which may decrease the value of Meta’s ad space.