“Multitouch attribution” is the key for Facebook when it comes to maximizing its advertising revenue, Vice President of Global Marketing Solutions Carolyn Everson said at a Fortune Brainstorm Tech panel in Las Vegas.
According to Fortune, Everson said Facebook is “barely scratching the surface” of potential advertising revenue, and the missing piece is the ability by the social network to get credit for ads that influence users alongside other sources, such as television.
Everson said multitouch attribution is not yet where it needs to be, Fortune reported, adding:
You shouldn’t give us a single dollar unless you think we’re moving the business.
Readers: Do you think Facebook will be able to boost its ad revenue?