Is Facebook’s Mobile Attribution Model Fair?

▤ Summary

“Obviously, Facebook is not trying to dupe marketers, but the data moves in the wrong direction here,” said Chris Kane, founder of programmatic consultancy Jounce Media. Toby Roessingh, a quantitative researcher in Facebook’s Marketing Science division and manager of the attribution partner program, acknowledged that a long window can sometimes allow for “coincidences." “But the fact is we have millions of advertisers buying ads on Facebook and it’s hard to make a blanket statement about what length of window is appropriate across the whole landscape. Most publishers share all of their impression and click data with their mobile attribution partners, who use that information to claim credit. “If enough advertisers, the ones who hold the budget, don’t accept this, they could push Facebook and the industry at large to set a standard.” Story updated 12:21 p.m.

▦ Linked Companies

appiris

$1M to $5M