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What Can Advertisers Learn From Facebook’s Latest Move?

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Facebook has recently announced a cross device tracking tool. This will allow advertisers to see their user’s journey to purchase as they move between devices. Facebook is in a unique position as a publisher - in North America alone at least 50% of internet users are on Facebook and, if they own two or more devices, chances are they will log on to the service on every device they own. In 2013 85% of smartphone owners used the Facebook app. This is an important product for Facebook, what then can advertisers learn from this latest release?

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Black Friday is Coming

Make sure you’re not testing your vendors by the 28th of November or you could massively increase your costs on the biggest shopping weekend of the year!

Why Do Mobile Users Not Buy on Mobile

Why does desktop have a 54% higher conversion rate compared to mobile when mobile users click on ads more than twice as much? It boils down to issues like privacy, convenience and functionality, all of which make it more important than ever to seek a unified view of the consumer.

In this article on AdExchanger Struq CEO and founder Sam Barnett explains why mobile users don’t buy on mobile.

Why Last Click Breeds Bad Decisions in a Multi-Device World

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A recent study from eBay research labs explored the incrementality of Search Engine Marketing and found that “paid-search expenditures are concentrated on consumers who would shop on eBay regardless of whether they were shown an ad”.

Vendors are capitalizing in a world where advertisers are more focused on clicks than performance, if advertisers do not take the steps to change then they will continue to sacrifice performance.

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