Twitter unveils new tools to measure ad effectiveness

(Reuters) – Twitter Inc said in a blog it would provide its advertisers with custom data-driven reports to help them gauge the impact of their ad campaigns on their profits. The effectiveness of an ad campaign will be measured by dividing an advertiser's target audience into two groups – one that sees the ads and another that doesn't – and comparing conversions across the two test groups. Twitter's ad revenue per monthly average user has been declining and to stem this it has launched new advertising products, notably its app install ads

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Internet gap hinders small firms in poor countries, study shows

By Tom Miles GENEVA (Reuters) – A study of small and medium-sized businesses around the world has found that one of the main reasons they underperform – especially in poorer countries – is that they make too little use of the Internet. Small and medium-sized enterprises (SMEs) in Brazil are three times less productive than big firms there while those in India are 10 times less productive

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Facebook, eyeing TV dollars, rolls out new ad products

By Yasmeen Abutaleb SAN FRANCISCO (Reuters) – Facebook Inc introduced a slate of new advertising products on Sunday, most of which are aimed at luring television advertisers onto the 1.5-billion user social network. Facebook is trying to convince advertisers, especially those who use video, that their dollars will be better spent on mobile platforms rather than on TV as users, especially millennials, spend more time on their phones than watching television

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