Facebook is offering an ad measurement tool that it says can measure cross-platform conversion. "Facebook conversion measurement is ... the only solution that can report when a user views an ad on one device (e.g. mobile phone) but converts on another (desktop computer), which is useful for cross-platform ad campaigns," the company says on its blog. Facebook adds that its new "optimized CPM" service for programmatic ad buying can save advertisers up to 40% compared with a cost-per-click campaign.
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