View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
August 5, 2015

Facebook drops plan to cut device-level data collection

Advertisers and game developers oppose the plan.

By CBR Staff Writer

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
How to turn the evidence hackers leave behind against them
Why food manufacturers must pursue greater visibility and agility
How to define an empowered chief data officer

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.

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.