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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