Meta plans to begin showing Facebook and Instagram users in Europe an option to get “less personalized ads” in the coming days without paying a fee, a concession to EU regulators, The Wall Street Journal’s Sam Schechner and Kim Mackrael report. According to people briefed on the plans, the format will show European users contextual ads based on content that a user sees during a given browsing session, rather than a user’s broader activity history, like the ads most users now see in their feeds and stories on Meta‘s apps. The new ad option comes amid pressure from EU regulators who believe users should have access to a free version of the company’s apps with less-personalized ads.
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