---
title: "Meta Reports Deceleration in Ad Sales in Europe"
url: https://newscentral.site/meta-reports-deceleration-in-ad-sales-in-europe/
language: en
publisher: "News Central Site"
section: "Technology"
published: 2026-10-22T10:43:13.000Z
updated: 2026-10-22T12:46:23.171Z
id: b50a63e6-d141-481c-8069-2c732fca8fcb
source: "Wired https://www.wired.com/story/metas-ad-sales-suffering-now-europeans-can-pick-less-personalization/"
attribution: "Link to https://newscentral.site/meta-reports-deceleration-in-ad-sales-in-europe/ and name News Central Site when you quote or summarize this story."
---

# Meta Reports Deceleration in Ad Sales in Europe

Meta has reported a deceleration in ad sales in Europe over the past three months, with growth slowing to 18 percent year-on-year. This slowdown contrasts with other regions where advertising revenue continued to rise at a faster pace.

Meta has reported a deceleration in ad sales in Europe over the past three months, with growth slowing to 18 percent year-on-year. This is in contrast to other regions, where advertising revenue continued to rise at a faster pace.

The company's global figures show a more robust performance, but the European slowdown is notable given that it had previously been one of Meta's strongest markets. The introduction of the Less-Personalized Ads model in Europe has been cited as a potential factor contributing to this decline.

Industry analysts are attributing the European slowdown to the EU's free, personalized advertising option, which offers users greater control over their data and ad preferences. This development may be having an impact on Meta's ability to generate revenue from targeted ads.

Meta's introduction of the Less Personalized Ad (LPA) option on Instagram and Facebook has led to a slowdown in sales growth in Europe since the start of the year. The LPA allows users to opt out of personalized ads and instead view content based on their current browsing session, along with limited demographic data.

The European Commission has deemed Meta's previous approach to be non-compliant with the Digital Markets Act, which requires companies to provide an equivalent service that uses less personal data. This led to a €200 million fine for Meta, after which the company began offering the LPA option to its users in Europe.

Meta claims that the LPA uses 90 percent less data than personalized ads, which are shown based on a user's browsing session and limited demographic information such as age, location, and gender.

Meta's ad sales are facing a significant downturn in Europe following the introduction of less personalized ads as per the EU's ruling. The company has warned that this shift leads to poorer returns for EU advertisers due to the inefficiency of these ads.

The data suggests that the number of transactions resulting from these ads is lower, and more ads are being closed due to irrelevance or repetition. Furthermore, the price advertisers in Europe are willing to pay per ad is not growing as quickly as it is in the US and Canada.

Meta's investors have been seeking clarification on how the company plans to improve its ad targeting in Europe with fewer personal data signals. The company believes that AI can play a crucial role here, especially with the launch of its personal AI agent, Muse.

---
Source: [Wired](https://www.wired.com/story/metas-ad-sales-suffering-now-europeans-can-pick-less-personalization/)  
Published by News Central Site: https://newscentral.site/meta-reports-deceleration-in-ad-sales-in-europe/