Facebook has launched a new advertising test, turning the notification lists of some users into a fresh venue for ads. For users included in this experiment, like myself, these ads are hard to miss.
Recently, "Sponsored" promotions started appearing in my notifications list on the Facebook app for Android. These ads have been popping up over the past couple of weeks, blending in with my usual notifications but marked by the tell-tale "Sponsored" label. So far, I’ve seen at least four of them, all sharing some key characteristics.
Limited Control Over Ads
The ads come with a menu allowing users to hide specific advertisers, but there’s no option to block all sponsored notifications. The typical “Why this ad?” link is also there, but the ads themselves seem poorly targeted to my actual interests. I’m not a software developer or in the market for solar panels, and the only ad that seemed remotely relevant was for the Los Angeles Rams – likely triggered by my recent trip to L.A.
Interestingly, these ads haven’t yet appeared in the Facebook app on my iPad or on the desktop version, suggesting this is a test on a smaller scale. Judging by the lack of widespread reports online, it seems only a minority of Facebook users are currently part of this trial. Additionally, none of these sponsored notifications remain in my history after viewing them.
Meta’s Quiet Experimentation
Meta, Facebook’s parent company, has a history of testing ads in new spaces, from the News Feed to Oculus VR apps. Yet, the company’s own ad guide, which outlines advertising options for businesses, makes no mention of this new format. Meta confirmed that this is indeed a small-scale test but offered few additional details.
In a statement, Meta spokesperson Tom Channick explained, “We're always working to help brands reach more customers and make it easier for people to discover businesses and products most relevant to them. We are running some early, limited tests of ad features in notifications, and we hope to share more as we learn.”
A Not-So-Welcome Addition?
If Meta decides to expand this test, Facebook’s notification list could begin to resemble the cluttered experience of the News Feed. While the News Feed already feels like a gauntlet of ads, suggested pages, and groups, notifications have traditionally been a more user-controlled space. With the potential addition of unavoidable ads, users may start to feel like they’re losing control over this once-customisable feature.
This would mark a departure from Facebook’s history of offering users finely-tuned control over their notifications, allowing them to decide which updates to receive and from whom. Inserting ads into this space would disrupt that balance.
Is It Worth It for Meta?
Despite raking in $12.4 billion in net income in the first quarter, Meta has been pouring money into its metaverse and AI projects – initiatives that haven’t yet fully captured the public's imagination. Coupled with ongoing cost-cutting measures, including mass layoffs, Meta may be looking for new ways to generate revenue.
While advertising has always been a core part of Facebook’s free-to-use model, it seems even massive profits may not go as far as they used to in Silicon Valley. Whether these sponsored notifications become a permanent feature remains to be seen, but it’s another sign that Meta is continually exploring new ways to monetise every corner of its platform.
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