https://www.financialexpress.com/; September 5 2024; written by
Meta’s recent policy shift to permit alcohol and gambling advertisements across the globe excluding the Indian market, in its walled gardens has created a significant ripple across the digital advertising landscape. With questions about its implementation and the regulatory adjustments popping up, this opportunity might be a stepping stone to unlocking new revenue streams, potentially reshaping the dynamics of digital ad spend and competitive positioning of Meta in the market. “The opening up of these previously restricted categories will lead to a significant increase in ad inventory and potential revenue for Meta, especially as alcohol and gambling companies increase their digital ad spending,” Gopa Menon, former digital head, South Asia, Mindshare, told BrandWagon Online. This will also result in overall growth in digital ad spending. Industry experts believe that with a major platform like Meta accepting these ads might encourage more brands in these categories to shift their advertising budgets towards digital platforms, contributing to the overall growth of the digital advertising market, he added.