Martin Beck says, “Facebook has reversed a plan to cut off device-level data collection for mobile app advertising campaigns after a revolt by game developers and advertisers.

In May, Facebook told ad buyers, developers and mobile measurement partners that it would no longer share data about how their mobile app ads were performing on specific devices. Facebook campaign results would be limited to ad- and campaign-level data. The policy change originally was to go into effect on August 20, but it was delayed until November 4 after strong opposition from game makers, which was detailed in a Venture Beat piece last month.

Facebook’s position was — and still is — that device-specific information about how ads are performing isn’t that valuable. App marketers strongly disagreed“.

Facebook Dumps Plan To Cut Off Device-Level Data After Advertiser Revolt

Marketing Land

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