[i_am_jl]

I wonder if creating a paid tier of users that won't see ads significantly devalues Meta's advertising proposition.

From the perspective of an advertiser, I don't really see the appeal in running an ad on a platform where all the users who have signaled they have disposable income and are willing to pay for online services don't see any ads.

[aunty_helen]

Potentially these paying users weren’t the market anyway. Someone willing to pay to not see your ads maybe hostile to any brand forcing them in front of their eyeballs.

[i_am_jl]

That's possible. I thought most people with that mindset would be running adblockers, so probably wouldn't be interested in paying for an ad-free experience.

I'm sure there are people who aren't aware of adblockers or aren't savvy enough to use them, but how many?

[infinityio]

Perhaps on desktop, but (for example) an iPhone user on Instagram has no easy way to avoid being advertised to

[yomlica8]

No problem, just sell their user data for a premium so they can be advertised too in other ways. Its worth squeezing this one in many extra ways since, as you said, they've signaled they are valuable targets.

Plus Meta can also change it to limited ads later and sell those for bigger money.

[BizarroLand]

Depending on the ad system and your user tracking /fingerprinting setup, you can get that information and then track the user to other places on the internet and then show ads to them there.

[bee_rider]

That, and also they might expect a user who buys ad-free to be a heavier user than average.