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Facebook Launches 'Advanced Measurement' Ad Effectiveness Tool

Facebook rolled out a new tool called "Advanced Measurement" that's designed to enable advertisers to measure the effectiveness of their campaigns across Facebook's properties compared to how they performed on competitor sites and apps, according to a Business Insider report. "Advertisers can soon use Advanced Measurement to assess which platforms — such as Facebook, Instagram, search, or display ads on Google — drove the most purchases on their online store, or had the highest reach among their desired target audience." The launch comes as large platforms like Facebook and Google are under pressure from advertisers to deliver more transparent measurement and metrics for digital ad campaigns. Advertisers are also demanding third-party auditing of metrics.

Read the whole story at Business Insider »

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