Facebook is Testing a New Monetization Strategy

Joseph Adebayo

Meta, Facebook’s parent company, is experimenting with a new way to generate revenue by placing ads in users’ notifications. This test involves companies buying spots in the notifications list, which users cannot opt out of.

Here’s what TF knows about this development.

What’s Happening & Why This Matters

Facebook started a new advertising test that places paid promotions within users’ notifications lists. The experiment is currently limited to a small group of users, who have started seeing these ads labeled as “Sponsored” amidst their regular notifications.

Key Actions and Details

  • New Ad Placement: The ads appear within the notifications list and are marked as “Sponsored.” Users can hide ads from specific advertisers but cannot block all sponsored notifications entirely.
  • User Experience: The ads have shown up in the Facebook app on Android but not on iPads or the desktop website. The targeting of these ads appears to be broad, with some users receiving ads that do not align with their interests.
  • Meta’s Statement: A Meta spokesperson confirmed the test, stating that the company is always working to help brands reach more customers and make it easier for people to discover relevant businesses and products.
  • Current Scale: This ad format is still in the testing phase and has not been widely reported or implemented.


Initial feedback from users involved in the test has highlighted concerns about the lack of control over sponsored notifications and the relevance of the ads. This new ad placement could become an essential revenue stream for Meta if it moves beyond the testing phase. However, it also risks further cluttering the user experience, similar to the News Feed’s current state.

TF Summary: What’s Next

Meta’s experiment with placing ads in notifications is a bold move that could significantly impact how users interact with Facebook. If successful, this new ad format could offer businesses a new way to reach potential customers, while potentially increasing Meta’s revenue. However, it also raises questions about user experience and the balance between monetization and usability.

As Meta explores new revenue-generating methods via significant Metaverse and AI investments, the experiment’s outcome is crucial in shaping the future of the platform’s advertising business.

— Text-to-Speech (TTS) provided by gspeech

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By Joseph Adebayo “TF UX”
Joseph Adebayo is the user experience maestro. With a degree in Graphic Design and certification in User Experience, he has worked as a UX designer in various tech firms. Joseph's expertise lies in evaluating products not just for their technical prowess but for their usability, design, and consumer appeal. He believes that technology should be accessible, intuitive, and aesthetically pleasing.
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