Facebook, for some time now, has been augmenting its advertising services in order to prove its mobile ads are effective. Nevertheless, proponents of privacy have criticized the company’s use of personal data time and again.

In its latest such supplement, Facebook will allow advertisers to see the number of users that clicked on an ad, whether they used a smartphone, tablet, or desktop computer, and which device was used to buy a product.

‘‘With the new cross-device report, advertisers are now able to see where someone saw an ad, the device they used, and which device was used when they converted,’’ Facebook said in the blog post.

In a study conducted by Altimeter Group and Facebook, it was found that among people who showed interest in a mobile ad, more than 32 percent took action on desktop computers within 28 days. Apparently, mobile ads can lead to purchases, even if those purchases are not necessarily made on a smartphone.

Facebooks links the users’ identities with their functionings as they switch among devices throughout the day thus allowing Facebook to provide more information to enterprises than they would otherwise get from other online tracking methods, such as cookies that log activity within a Web browser.

With Facebook developing new techniques to analyse its more than 1 billion patrons, controversy has emerged regarding its methods. In recent history, a Facebook data scientist apologized in June after conducting an experiment that temporarily influenced almost 700,000 by tailoring what readers saw on their news feeds, without the specific permission to conduct such an experiment.

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(Image Credit: Maria Elena)

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