Meta Faces Backlash Over Privacy Concerns

Posted 17 July 2024

Meta is once again in the spotlight, causing consumer confusion over privacy issues. The European Data Protection Board (EDPB) and the Dutch Data Protection Authority (DPA) have ruled that Meta’s use of personal data from Facebook and Instagram user activity to personalise ads is illegal.

Meta lacks legal basis

Meta collects vast amounts of data on user behaviour, including likes, clicks, and posts. While this data is valuable for improving targeted advertising, the EDPB and DPA have determined that Meta lacks a legal basis for using it in this manner. They have issued an urgent order for Meta to implement definitive measures within two weeks.

Solution

One possible measure is the paid advertising-free subscription that Meta mentioned in a previous newsletter. Another option could be to explicitly request user consent for personalised advertising. However, Meta is likely to prioritise measures that preserve its lucrative advertising revenue stream. The effectiveness of these measures and whether they will satisfy the regulators remain to be seen.

Advertising Impact

The real estate sector has already faced stricter limitations on ad personalisation. For real estate advertisers, this latest development is unlikely to have a significant immediate impact. Location-based targeting remains the primary option, and Radyus’ expertise ensures that ads are clear, engaging, and reach the right audience.

Clear Ads

While personalised advertising offers advantages, effective advertising can still be achieved without it. Clear and compelling ads can still attract the desired audience.

Consumer Perspective

Consumers are increasingly aware of online privacy concerns, yet many don’t delve into the privacy policies of websites or social media platforms. They are often willing to share data in exchange for benefits like personalised offers and free access to content. The key is transparency and relevance.

Conclusion

For real estate businesses that advertise on Meta, it’s important to pay attention to the privacy restrictions and potential measures. While the immediate impact may be minimal due to the current reliance on location-based targeting, staying informed about future changes is crucial. In the dynamic world of online privacy and advertising, flexibility and finding effective ways to reach the target audience remain essential. Stay ahead of the curve! Partner with AI-real estate marketing expert Radyus.