Google (NASDAQ:GOOGL) and Facebook (NASDAQ:FB) are developing sophisticated tools to help their advertising clients gauge the effectiveness of ad campaigns. However, in the complex environment of digital marketing, comparing results across different channels proves tricky.

What is the takeaway for investors? As Fool contributor Daniel Sparks points out in the video below, publishers will ultimately choose the platform that gives them the highest return on investment, or ROI.


Fool contributor Daniel Sparks has no position in any stocks mentioned. The Motley Fool recommends Facebook and Google. The Motley Fool owns shares of Facebook and Google. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.