Is Facebook’s Mobile Attribution Model Fair? | AdExchanger
Mobile app install ads are still a multibillion-dollar business for Facebook. But is Facebook taking too much credit? It’s hard to say, because Facebook is what’s known as a self-attributing network, i.e., a walled garden. A self-attributing network is just what it sounds like: a platform that, usually because of its scale, has the power... Continue reading »
4 Aug 2017 ... Although Facebook does run a mobile measurement partner (MMP) program, members aren't privy to how Facebook decides what to take credit ...