Facebook Mobile Measurement Partner AppsFlyer announced the closing of a $7.1 million financing round from Pitango Venture Capital and current investor Magma Venture Partners.
Mobile Measurement Partners
In the wake of Facebook’s dismissal of attribution analytics provider HasOffers and mobile analytics provider Kontagent from its mobile measurement partner program, the social network is sending emails to HasOffers users, recommending Ad-X and AppsFlyer as potential replacements.
How serious is Facebook about privacy? Attribution analytics provider HasOffers and mobile analytics provider Kontagent found out the hard way, as AdExchanger reported that the two companies were booted out of the social network’s mobile measurement partner program for violating its policies.
The good news keeps coming for application developers on Facebook, as the social network announced three updates for its mobile app ads: the ability to create mobile app ads for engagement and conversion; a more automated audience-creation process; and a simpler way to select ad destinations.
Facebook Chief Operating Officer Sheryl Sandberg has often stressed the social network’s goal to measure the effectiveness of ads throughout the conversion process, and not just focus on clicks, and the company took another step forward on that front with Friday’s announcement that users of its custom audiences feature for ad targeting can now measure offline sales driven by their campaigns.
Facebook’s efforts to simplify its advertising offerings will kick into high gear in 2014, as the social network will introduce a complete overhaul of its campaign structure, which will include revamps of its Ads Create Tool, Ads Manager, and Power Editor, the social network announced in a post on its developer blog, after recently revealing the details to its Preferred Marketing Developers.
Facebook continues to roll out enhancements to its advertising options, particularly on the mobile side, announcing Monday that mobile applications can now be promoted via cost-per-action buying, and videos can now be included in creative for ads promoting mobile apps.
Mobile application tracking and analytics platform AppsFlyer, a Facebook Mobile Measurement Partner, announced full support for the new calls to action Facebook introduced earlier this week for its mobile app install ads.
Facebook’s mobile application install ads have been a successful tool for brands and developers to drive users of the social network to install their apps, but what about getting them to return? The seven new calls to action for mobile app install ads announced by Facebook Tuesday are aimed at doing just that.