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Google (GOOGL 2.37%) and Facebook (FB 1.39%) 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.
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