Earlier this year, Facebook said it would remove mobile app-install advertisers' ability to collect device-level data, but following opposition from marketers Facebook has done a u-turn on this policy. But the news didn't sit well with many large ad buyers, who pushed back aggressively, as detailed in a VentureBeat story . The new policy will require app developers and publishers to obtain consent before collecting data about users who have not downloaded the app. Facebook has reiterated in a statement that it does not believe device level data is not the most accurate data, it wants to allow its advertisers "the choice to measure ads based on what is important to them."
Earlier this year, Facebook said it would remove mobile app-install advertisers' ability to collect device-level data, but following opposition from marketers Facebook has done a u-turn on this policy. The new policy will require app developers and publishers to obtain consent before collecting data about users who have not downloaded the app. Facebook has reiterated in a statement that it does not believe device level data is not the most accurate data, it wants to allow its advertisers "the choice to measure ads based on what is important to them."