Branch Teams Up With Facebook to Improve Ad Campaign Effectiveness

Measuring ad campaign performance in the digital ecosystem is a tall task. That's why Branch, a company that helps brands optimize their mobile experience, is launching a new tool called 'Universal Ads' and is teaming up with Facebook in a Mobile Measurement Partnership. Eric Stein, Chief Revenue Officer at Branch, joined us to explain how this will help brands measure the true impact of mobile advertising. Stein explained the incentive for Facebook to team up with Branch. He said Facebook needs third parties to measure the impact of campaigns because Facebook "can't grade its own homework." Branch wants to be looked at as an objective source of information. Campaign effectiveness is difficult to measure. Brands are spending millions of dollars on campaigns. Due to the many platforms that campaigns run on, it is even harder to gain insights. Stein shares how Branch makes it easier for brands to get a grip on the success of their marketing efforts.

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