News Analysis

Facebook criticizes ad industry’s reliance on ‘proxy metrics’

Facebook’s operations and finance chiefs praised third-party measurement tools at a Morgan Stanley conference while criticizing the ad industry’s myopic view of what should be measured.
fb metric for success
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Matt Kapko has been writing about technology since before the dawn of the iPhone, and covering media well before it was social. Matt lives with his wife in a nearly century-old craftsman in Long Beach, Calif. He can be reached on Twitter: @mattkapko or by email: matt@kapko.co.