Branch launches Universal Ads with Facebook MMP

Mobile marketing platform Branch has launched Universal Ads, which lets advertisers measure mobile ad campaigns across web and app properties. The product is based on People-Based Attribution Engine (PBAE) offering advertisers a more complete view of cross-screen ad performance. The PBAE uses historical anonymized and resettable identifiers to help build a persona of a user’s cookies and device IDs into a single identity. In identifying personas instead of cookies or device IDs, Branch is able to tie conversions on web

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