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by Magda Ibrahim, MediaWeek

“Todd Herrold, Skai Social senior director of product marketing, said: ‘Advertisers are finding success using Facebook ads to drive toward their direct marketing goals, most importantly conversions and revenue.’

He added that Facebook has been ‘steadily optimising its ad units and launching new ad-targeting products designed specifically for direct response’, including Custom and Lookalike Audiences, launched in March, Partner Categories, unveiled in April, and the Facebook Exchange (FBX), which launched last year.”

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