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Mobile measurement companies greet Facebook’s retreat with relief

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

SAN FRANCISCO — Facebook made a big policy reversal August 4 on mobile ad user data sharing after it ran into major opposition from its publishing partners. And yesterday at the Casual Connect game conference in San Francisco, Facebook’s mobile ad measurement partners expressed their relief that the social network relented.

The alleged power play associated with the second move was significant because mobile advertising is exploding worldwide, reaching an expected $100 billion next year, according to research firm eMarketer, and also overtaking desktop advertising in the same time frame. Facebook’s change appeared threatening within this ecosystem.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.