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Stop Targeting a Screen — Start Targeting a Journey

Neha Bhargava, Manager of Advertising Research at Facebook, and Dan Chapsky, Data Scientist at Facebook, discussed consumer online purchasing behavior.  Cross-device behavior frequently occurred, which underscored the importance of understanding such behavior when creating and measuring marketing campaigns.  There is also a need to optimize the campaign strategy for both mobile and desktop devices.

  • Over half of consumer purchase journeys start with mobile ads.
  • Close to a third of the analyzed journeys concluded in mobile purchases.

 

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