Facebook helps AT&T, others measure effectiveness of mobile Facebook ads

Facebook (NASDAQ:FB) is rolling out Telco Outcome Measurement, a new tool designed to help operators and service providers reconcile in-store sales with ad impressions delivered across the social media platform. The tool leverages Facebook's mobile reach to aggregate and analyze anonymous information about devices, operating systems and carriers. The social networking giant claims the tool can determine how and when an ad on Facebook correlates to certain actions, such as a group of people switching to new handsets, tablets or carriers. The tool then allows carrier partners to determine Facebook's impact on sales. According to Facebook, three of the four largest U.S. mobile operators are already using the service, but the company mentioned only AT&T Mobility (NYSE:T) by name. Article


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