What comes to mind when you think of an “ad break”? You’re likely picturing interruptions from ads on television or streaming services.
However, you may not be aware of a new advertising initiative that Facebook is launching for users in the European Union, aimed at addressing ongoing criticism of its “subscribe and pay” or “continue to see ads” options in the region.
At present, Facebook offers users two choices for ads:
- Personalized ads
- Less-personalized ads
The main difference is the data utilized by Facebook to deliver these ads. Personalized ads, which are the default option, use user data to provide customized advertisements. For example, if you have been searching for specific household goods, you are likely to see more ads related to those products.
Conversely, the less-personalized option operates on a reduced amount of user data. Facebook notes that these ads may not align as closely with individual preferences. The platform still takes into account various factors, including age, gender, location, past ad interactions, and content viewed.
Most notably, a new feature may introduce ad breaks.
Ad Breaks on Facebook
If you select the less-personalized ads, you might experience ad breaks. As it stands, this feature seems to be available solely on the mobile version of the Facebook app.
While browsing your Facebook feed, the app may suddenly insert an advertisement, momentarily halting your scrolling. Essentially, it interrupts your activity to present the ad.
This approach appears to be designed to ensure that users engage with the advertisement. One possible reason it is being rolled out on mobile is due to the reduced prevalence of ad blockers or other ad-skipping methods in applications.
Many users find this interruption bothersome, as it disrupts their interaction with the platform.
Note: Not all users who have switched to less-personalized ads are encountering ad breaks.
The only confirmed way to avoid these interruptions is to revert to personalized ads on Facebook.
Additional potential solutions include:
- Accessing Facebook through a mobile web browser, preferably one that supports content blocking, such as Firefox, Brave, or Vivaldi.
- Using DNS-based content filtering services like AdGuard, NextDNS, or Control D.
How to Change Ad Experience Preferences on Facebook
To toggle between personalized and less-personalized ads on Facebook, follow these steps:
- Open https://accountscenter.facebook.com/ad_preferences/ad_settings/ad_experience/#09 in your browser’s address bar.
- If you aren’t logged in, please sign in to your account.
- Select either Personalized ads or Less-personalized ads.
- Confirm your selection on the next page.
What do you think about this change? Would ad breaks make you reconsider using the Facebook app, or any other app? Share your thoughts in the comments below.
Image Source: Alex Photo Stock / Shutterstock
