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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 different audiences, and learn which combinations offer the highest relevance scores.

The same month, Facebook also launched ‘Creative Accelerator’, a program for advertisers to develop mobile-ad campaigns. This initiative would let advertisers tailor advertising campaigns based on the user’s region and device used in developing countries. Advertisers will also be able to develop and send rich media ads, such as videos, to users with faster Internet connections and still images and other relevant media, for users accessing Facebook on a weaker connection.

Other developments:

– Earlier this month Facebook launched a new mobile app feature called Instant Articles called Instant Articles, where news from The New York Times, National Geographic, BuzzFeed, The Atlantic, The Guardian, BBC News and German news publishers Spiegel and Bild will be displayed inside the mobile app.

– In April, following a year of Facebook’s acquisition of WhatsApp, the company began testing a new feature on its Android application and would incorporate a “send” button with the WhatsApp icon along with the status actions buttons (buttons which allow you to like, comment and share) which appear at the bottom of a post.

– The same month, the tech giant also started out testing its new caller id app called Hello. The application will connect to Facebook so that users can see who’s calling, block unwanted calls and search for people and places. The application will show users info about who’s calling you, even if they don’t have that number saved in their phones.

– In March, Facebook started allowing money transfers over its messenger app in the US last month. There was, however, no word on when it would be rolled out in India where Facebook will face a very tough regulatory environment with the Reserve Bank of India which insists on two-factor authentication.

Also read:

Facebook’s Internet.org platform is a privacy nightmare: tracks users on partner sites, allows telcos to track

Facebook may host news websites’ content; Publishers stand to win or lose?