How the Recent Meta Fines Impact Social Media Targeting and Advertising
By Samantha Kretmar, Paid Media Supervisor, Just Global
While it has been nearly five years since the European Union passed the General Data Protection Regulation known as GDPR, recent developments this week have highlighted another shift in digital media related policy. On Monday, May 22, Ireland’s Data Protection Commission fined Meta, the parent company of Facebook, $1.3 billion dollars for allegedly failing to comply with a 2020 decision by the European Union’s highest court that Facebook data shipped across the Atlantic was not sufficiently protected from American spy agencies. Meta was also ordered to stop sending information about Facebook’s European users to the U.S., and delete data already sent, within about five months.
What Does it Mean for Social Media Advertising?
Although this recent ruling presents a significant development in the evolution of social media and data policy, the immediate impacts remain unclear. Some experts close to the issue believe there are reasons to suggest that the advertising and targeting capabilities that are the hallmark of the Facebook platform will not face an immediate impact. Facebook has been given five months to implement these new policies and Meta has stated that the company will pursue an appeal and seek a stay to delay the suspension order, which could lengthen that process considerably. In addition, in March of 2022 President Biden and European Commission President von der Leyen presented the European Union-U.S. Data Privacy Framework (EU-U.S. DPF), which would allow for the continued flow of data between the EU and the United States. Should the European Commission adopt an adequacy decision on the EU-U.S. DPF, Meta could essentially avoid the order altogether.
With the global scale and reach of the web and social media services, regulatory legislation that helps create the best user-experience possible for both users and advertisers alike is critical. A recent statement by the President of Global Affairs at Meta, Nick Clegg, suggested that “without the ability to transfer data across borders, the internet risks being carved up into national and regional silos, restricting the global economy and leaving citizens in different countries unable to access many of the shared services we have come ” As such, there remains a continued focus on how legislation and privacy policy regarding digital and social media will evolve along with the standards for its implementation.
Smart Social Strategy: Some Tips from Just Global
As social media experts, we are always prepared to navigate the shifting tides of the digital landscape and support our clients with smart, sophisticated strategies. While digital media policies continue to evolve, having a diversified social media strategy always represents a great way to capitalize on the capabilities of each platform and outlet to support the business goals that matter most. For example, utilizing channels like Reddit and LinkedIn offers targeted B2B reach and compelling ad formats, all outside of the Facebook ecosystem. Strengthening first-party audience data or tapping into third-party audience providers also helps mitigate dependency on the targeting options in the Facebook platform and ensures that content reaches the right audience. While targeting within Facebook and other platforms may shift and evolve, as long as privacy standards are maintained, first-party data still offers a great way to get in front of your specific target.
In addition, a strong social media mix that effectively considers the tactical, targeting, and creative advantages of each platform helps our clients speak directly to their key consumers. Each platform offers a unique way to tell a story to a particular audience and using the right type of ad-unit to align with the way each target consumer engages with social content delivers successful campaigns. Contextual targeting that places branded content within the social and digital spaces relevant to consumers also affords a great way to reach users. Additionally, this creates a multi-touchpoint user journey and offers great re-targeting opportunities within Facebook and other social platforms as well.
Despite the recent ruling and the potential shifts it may spark, Just Global’s social experts are at the ready with innovative ideas to help support your goals and solve your media challenges. While uncertainty can be scary, partnering with a great team like Just Global can help turn these challenges into an opportunity to explore innovative, new approaches to effective social media advertising strategies.
Samantha Kretmar is a Paid Media Supervisor at Just Global. She has always been passionate about technology, marketing, and culture. She has both agency and client-side experience that has allowed her to develop effective digital media strategies for large-scale, Fortune 500 companies, driving over $2+ million in revenue.
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