Facebook has abandoned a plan to curb device-level data collection for mobile app campaigns after opposition from advertisers and game developers.
In May this year, the company told advertisers that it will no longer share information on how their mobile app ads were performing on a particular device.
The policy change was originally scheduled to start on the 20th of this month. It was however delayed until 4 November following opposition from game makers.
However, Facebook has now notified advertisers it will continue to provide device-level data.
The company said it will now provide advertisers with the choice to measure ads based on what is important to them.
A Facebook spokesperson told Adexchanger: "In order to provide that choice, we will continue giving advertisers the option to receive device-level reporting from our mobile measurement partners for mobile app ads."
The rise in monthly active users (MAUs) has helped Facebook post a 39% increase in its second quarter revenue to $4.04bn.
Content from our partners
The number of people who use Facebook on at least a monthly basis increased 13% to 1.49 billion as of 30 June 2015. Mobile MAUs were 1.31 billion, an increase of 23% year-over-year.
