Google and Meta Allegedly Formed a ‚Confidential Agreement‘ to Direct Ads Towards Teenagers

In a recent report by the Financial Times, it was revealed that Alphabet’s Google and Meta Platforms had a „secret deal“ to target Instagram advertisements to teenagers on YouTube. This marketing project aimed to attract 13- to 17-year-old YouTube users to Meta’s Instagram platform, bypassing Google’s own rules that prohibit personalized ads to those under 18. The companies collaborated with Spark Foundry for a pilot marketing program in Canada from February to April, followed by a trial in the U.S. in May. There were plans to expand this initiative internationally and also promote Meta’s Facebook platform.

Google has strict policies in place that prohibit personalized ads to individuals under 18. A Google spokesperson stated, „We prohibit ads being personalized to people under 18, period. These policies go well beyond what is required and are supported by technical safeguards.“ The company confirmed that these safeguards were effective in this instance and mentioned that additional measures would be taken to ensure compliance with their policies. Meta, on the other hand, did not immediately respond to requests for comment on the matter.

This unusual partnership between Google and Meta comes at a time when big tech firms are facing increased scrutiny from regulators. A federal judge recently ruled that Google had violated antitrust laws by maintaining a monopoly with Google Search, a decision that the company intends to appeal. Additionally, Meta’s advertising practices, such as „pay or consent“ on platforms like Instagram and Facebook, were found to have preliminarily violated the European Union’s Digital Markets Act. This regulatory scrutiny has put pressure on both companies, yet their stock prices were up over 2% as of Thursday morning.

The collaboration between Google and Meta highlights the competitive landscape of the tech industry and the lengths to which companies may go to attract users and advertisers. As these companies navigate regulatory challenges and public scrutiny, it remains to be seen how they will adapt their strategies to comply with evolving standards and regulations. The implications of this „secret deal“ and its impact on the digital advertising ecosystem are sure to be closely monitored by industry observers and regulators alike.