Meta runs into rough weather with EU ruling on use of user data for targeted advertising

The emerging scenario could reinforce the positioning of one-to-many media like DOOH in the longer run

Meta which owns Facebook and Instagram has run into rough weather with the EU regulator imposing on this media entity a fine of €390 million (£346 million) for having reportedly violated the EU General Data Protection Regulation (GDPR). The ruling is based on the prevailing data privacy law that restricts Facebook and other companies from collecting information about users without their prior consent. This law was in effect from 2018.

The ruling is also based on how Meta was apparently obtaining legal permission from the users to collect their data for personalised advertising.

A BBC report on this matter states that Meta is “disappointed” with the ruling and intends to appeal, stressing that the decision does not prevent personalised advertising on its platforms.

This issue comes up at a time when personalised advertising is being pitched to advertisers as a powerful tool to connect with consumers on their digital journey.

Today, as DOOH ties in with digital media in integrated plans, personalised advertising is becoming a talking point. In this emerging scenario, there is more likelihood of the balance tipping further in favour of the one-to-many media that does not infringe upon any user privacy.