But the news didn't sit well with many large ad buyers, who pushed back aggressively, as detailed in a VentureBeat story in July.
In particular, game makers such as Supercell and Kabam, many of whom spend millions of dollars a month to drive and optimize installs of their apps, balked at what they saw as an unfair restriction on their ability to optimize campaigns across mobile ad networks and media sources. They also feared a data power grab by Facebook, whose relationships with logged-in users across their devices is at the heart of its "people-based marketing" strategy.
For now, at least, Facebook appears to have acknowledged that its customers have a claim on some of its device information.
The first sign that Facebook's policy shift had met with resistance came in the form of a postponement of the change's effective date to Nov. 4. Then, as the company continued to meet with app marketers to discuss the issue, its app-install product leads decided it was time to cancel the whole plan.
Facebook continues to claim that device-level reporting is not the best way to measure and optimize for install campaigns, but that it will do to preserve choice for advertisers.
“We want advertisers to evaluate Facebook ads based on how well they're achieving business objectives," its statement said. "We advise our advertisers to apply people-based measurement solutions so they can determine when they're reaching multiple people, not just multiple devices."