By Luís Daniel Rijo in Data News — Aug 11, 2021

Facebook investing in new ad measurement solutions

Facebook today announced it will launch a Private Lift Measurement broadly to advertisers next year. Facebook is also investing in on-device learning, a technology that processes data locally.

Private Lift Measurement helps advertisers understand how their campaigns are performing, using a privacy technology called secure multi-party computation. Facebook open sourced this framework and is inviting companies to develop measurement products based on the technology.

The on-device learning is a technology that processes data locally on each device rather than sending individual data to a remote server or cloud. Facebook says on-device learning can improve the ad experience.

This 2 projects are Facebook response to a new privacy regulatory landscape, and new privacy measures from Apple and Google.

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