Facebook will stop providing new advertisers with device level reporting for Facebook mobile app ads, reports adexchanger. Advertisers currently using the feature can continue using it till the 20th of August, post which it will be disabled for everyone. According to Facebook, this move will make mobile app ads consistent with the rest of Facebook ads. Marketers will continue to see if it's one person making a purchase across multiple devices or different people using the same device etc., but won't be able to tell which device is which. Facebook had previously started letting app marketers collect data about their mobile install campaigns at the device level, about a year and half ago. To enable this, marketers needed to sign an agreement limiting how they could use this information. However, it looks like the company now wants to keep this data to itself. Note that, the contribution of mobile advertising to Facebook’s ad revenues is increasing: Around 73% of Facebook’s ad revenues for the quarter ended March 31, 2015 was from mobile ads, up from 59% contribution in the same quarter last year and 69% contribution in the previous quarter. Overall the company posted total ad revenues of $3.32 billion for the quarter, up 46% year-on-year (YoY). New features for advertisers: In March, Facebook had added another feature to help advertisers better target their audiences and started displaying relevancy scores. The scoring system allows advertisers to optimize their existing ad campaigns and test different combinations of image and copy with…
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