该公司周三表示，截至9月的三个月里，欧洲广告收入增速持续放缓，表现逊于全球大盘。在该地区，广告收入同比增长18%，增速较前两个季度放缓，并落后于美国和加拿大33%的增幅。
Advertising revenue in Europe continued to decelerate in the three months through September, the company said on Wednesday, underperforming its global figures. In the region, advertising revenue grew 18 percent year-on-year, slowing from the previous two quarters and lagging the 33 percent growth seen in the US and Canada.
尽管Meta周三未明确将增速放缓归咎于“低个性化广告”模式的推出，但首席财务官苏珊·李（Susan Li）在7月第二季度财报电话会上曾警告：“我们看到低个性化广告选项在欧洲全面推出后产生的影响，这可能构成额外逆风。”据Ball称，前两个季度欧洲广告增速已从40%左右降至24%；同期美国和加拿大增速则从31%加速至33%。
Though Meta did not explicitly blame the introduction of the Less Personalized Ads model on Wednesday, chief financial officer Susan Li had previously warned “we’re seeing the impact of less personalized ads offering in Europe now that it’s fully rolled out, and that may be an additional headwind,” in July’s second quarter results follow-up call. The preceding two quarters had seen advertising growth fall from around 40 percent to 24 percent; in the US and Canada, it had accelerated from 31 percent to 33 percent, according to Ball.
市场分析机构Rothschild & Co Redburn的股票研究总监多米尼克·鲍尔（Dominic Ball）对《连线》（WIRED）表示：“我们认为欧盟提供的免费个性化广告选项正在导致欧洲市场放缓。”
“We believe the EU’s free, personalized advertising option is contributing to the European slowdown,” Dominic Ball, equity research director at market analysis firm Rothschild & Co Redburn, told WIRED.
在欧盟监管机构裁定Meta违反《数字市场法案》赋予消费者选择使用较少个人数据的同等服务的权利，并处以2亿欧元罚款后，Meta于今年年初开始向Instagram和Facebook用户提供LPA选项。自Meta推出该选项以来，欧洲地区销售增速放缓。欧盟委员会表示，Meta于2023年11月在欧盟推出的向不愿个人数据被用于个性化广告的用户收费提供无广告服务的做法，并不满足这一要求。Meta未披露各选项的选择人数。
Meta began to offer Instagram and Facebook users the LPA option at the beginning of this year, after EU regulators ruled that it was breaching its Digital Markets Act obligation to give consumers the choice of an equivalent service that uses less of their personal data and hit the firm with a €200 million fine. Sales growth has slowed in the region since the start of the year, when Meta rolled out the option. The European Commission said that charging EU users who did not want their personal data used for personalized advertising for an ad-free service, a measure Meta introduced in the EU in November 2023, did not satisfy this. Meta does not disclose how many people have chosen each option.
Meta 表示，LPA 使用的数据比个性化广告少 90%，广告展示依据是用户在网站某一特定会话中看到的内容，加上年龄、位置和性别等少量数据点。Meta 在对欧盟裁决的回应中警告称，这导致欧盟广告商的回报变差。它表示，个性化程度较低的广告效率较低，导致交易减少，且因广告不相关或重复而被关闭的情况增多。确实，周三的财报显示，欧洲广告商愿意为每条广告支付的价格增速不如美国和加拿大快。
LPA uses 90 percent less data than personalized ads, Meta says, with ads shown based on what a person sees in a particular session on the site, plus some data points like their age, location, and gender. It leads to poorer returns for EU advertisers, it warned in a response to the EU’s ruling. Less-personalized ads are less efficient, leading to fewer transactions, and more ads being closed due to being irrelevant or repetitive, it said. Indeed, the price advertisers were willing to pay per ad in Europe is not growing as fast as in the US and Canada, Wednesday’s results showed.
李文森周三对投资者表示，公司在提高广告转化率和效率方面拥有“巨大的成长空间”，因为公司“正在继续寻找方法，要么增强推荐引擎的实际性能”。Rothschild & Co Redburn 的 Ball 认为，尽管可用的个人数据信号减少，公司仍能利用 AI 改进其在欧洲的广告定向。
Li told investors on Wednesday the company has “a lot of runway” to increase ad conversions and efficiency, as it is “continuing to find ways to either enhance the actual performance of the recommendation engine.”Rothschild & Co Redburn’s Ball believes the company will be able to use AI to improve its ad targeting in Europe despite working with fewer personal data signals.
投资者渴望了解这如何融入 Meta 上月推出的个人 AI 代理 Muse 中，关于 Muse 的问题主导了电话会。李文森表示，公司看到使用 Muse 的人表现出很高的商业意图——询问产品推荐、研究替代方案、比较选项——这将使他们最终能够通过该产品切入广告市场。
Investors were keen to understand how this fits into Meta’s personal AI agent, Muse, launched last month, questions about which dominated the call. Li said the company is seeing high commercial intent from people using Muse—asking for product recommendations, researching alternatives, and comparing options—which will allow them to eventually tap into the advertising market with that product.