Meta's European ad revenue grew 18% in the third quarter, well below earlier in the year. The slowdown follows a new privacy option, which matters to anyone who advertises there.
Meta's advertising business is growing much more slowly in Europe. The company reported that European ad revenue rose 18% in the third quarter compared with a year earlier. That is down from about 40% in the first quarter and 24% in the second.
The numbers came out in an earnings briefing on Wednesday, as reported by Isabella Ward of Wired. Meta owns Facebook and Instagram, and it earns most of its money from ads.
The slowdown follows the rollout of an option called Less Personalized Ads. As the name suggests, it lets people see ads that rely less on information about them. The report says growth has slowed since the European Union introduced it. Europe now trails the US and Canada.
Businesses that advertise on Facebook or Instagram in Europe are the most directly touched. With less personal information to work from, ads may target less precisely. That could change how well campaigns perform and what they cost.
The material does not say how many people have chosen the less personalized option. It also does not say whether advertisers are paying more or getting fewer results, or how Meta expects Europe to perform in the coming months. Those answers would show whether this is a short dip or a lasting shift.
If you advertise on Meta in Europe, watch your results and costs closely, since less precise targeting may change both.
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