Meta’s new advertising policy: what does this mean for you as an advertiser?

Meta, the parent company of Facebook and Instagram, has recently taken major steps to comply with stricter European privacy regulations. The result? A completely new approach to advertising in the EU. But what does this mean for you as an entrepreneur? And how can you adapt your strategy to remain relevant? We’ll explain!

Ad-free subscriptions: a new reality

Meta has recently started offering paid subscriptions that allow users to use Facebook and Instagram ad-free. The cost? Initially €9.99 per month via the website and €12.99 via mobile apps, but these prices have since been reduced by 40 per cent. You now pay €5.99 per month via the website and €7.99 via Android and iOS. A godsend for users, but for advertisers this means a potential drop in reach.

Choosing between paid or personalised

Users in the EU are now given a clear choice: pay for an ad-free experience or agree to (less) personalised adverts. This change is a direct consequence of the European Digital Markets Act (DMA). For advertisers, this means that adverts may become less effective, particularly if users opt for limited data collection. Fortunately, less data does not mean you have to compromise on results – with the right approach, you can still reach and convert your target audience.

First-party cookies and server-side tracking: the future of data collection

Changes to advertising policy and privacy legislation are making traditional tracking methods, such as third-party cookies, increasingly less effective. It is therefore essential to switch to first-party cookies and server-side tracking.

What are first-party cookies?

First-party cookies are placed directly by your website and are crucial for collecting data that you manage yourself. Unlike third-party cookies, these are not blocked by browsers such as Safari and Firefox. This allows you to collect data on user behaviour, such as page views and click paths, without relying on external parties.

Server-side tracking: what is it?

With server-side tracking, data collection is moved from the user’s browser to your own server. This offers significant advantages:

• Improved data security: data is sent directly to your server, which minimises the risk of data breaches.
• Accurate data: server-side tracking bypasses ad blockers and browser restrictions, ensuring you maintain a complete picture of user interactions.
• Compliant with data protection legislation: by retaining control over your own data, you are better able to comply with regulations such as the GDPR.

How does this fit in with your strategy?

With first-party cookies and server-side tracking, you can continue to work with valuable insights, even in a world without third-party cookies.

What impact does this have on your adverts?

The new rules make it more difficult to set up hyper-targeted campaigns. However, this is no cause for panic. It is an opportunity to focus on creative content, strong brand communication and broader targeting strategies. Consider boosting your organic visibility or setting up smart retargeting campaigns. For example: if your target audience is seeing fewer personalised adverts, you can ensure you remain visible by implementing a strong SEO strategy.

How do you prepare?

The digital world is constantly changing, and it is crucial to remain flexible. By adapting your advertising strategy in good time and making use of first-party cookies and server-side tracking, you can avoid falling behind.

Embrace change

Meta’s new advertising policy calls for a fresh perspective on digital marketing. With a strong strategy, you as an entrepreneur can remain relevant and, moreover, capitalise on the opportunities that this new situation can offer. Curious to find out what we can do for your business? Discover how we can help you grow in this new digital reality.