Meta’s measurement and attribution updates are welcomed, but not ground-breaking, ad execs say

Meta has made changes to its measurement and attribution. Ad buyers say: it’s about time.

Last week, Meta announced that it was redefining click-through attribution to enable more consistency with third-party reporting tools, and rebranding “engaged view” to “engage-through” and widening its scope, in a bid to provide visibility into the added value of uniquely social interactions.

Both changes will start rolling out gradually, globally, this month.

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