Facebook launches programmatic ad buying, ROI system

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Menlo Park, Calif.—Facebook Inc. has introduced an ad measurement and optimization system that combines programmatic ad buying with ROI measurement. The system includes Facebook “optimized CPM” service, which automatically serves ads based on predetermined goals. Beta tests of this service showed that conversion costs were reduced an average of 40% compared with cost-per-click ads, Facebook said in a statement. The measurement component of the service tracks actions taken as a result of exposure to Facebook ads or sponsored stories, such as registrations or shopping cart behaviors, to better understand ad ROI.
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