"We ended up in this world where the click is king," stated Brad Smallwood, Facebook's head of measurement and insights.Facebook tries to argue that through this partnership it can provide brands with real data on how many in-store sales ad campaigns on the social network really lead to. This is possible as Datalogix matches purchasing information from retail stores with Facebook ad impressions.
"Advertisers have been increasingly vocal about concerns regarding effectiveness of Facebook," declared Pivotal Research Group analyst Brian Wieser. “Using the Datalogix tool, we'll able to understand what that sweetspot is," Smallwood said. He added that the social network will be able to control the number of impressions each ad has for users.Let’s not forget, however, that ever since this partnership between Facebook and Datalogix was announced it raised some concerns over user’s privacy data. Yes, given the situation with its stock value, Facebook needs to prove that ad campaigns on this network are indeed worth advertisers’ efforts and their money. But we also have to consider the various third party applications/software or companies that have access to users’ personal data to make the ads more effective (a thing to consider especially now, since the recently launched Facebook Gifts in USA).
