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Former Facebook Execs Launch Startup, Adding to Efforts to Improve Ad Measurement


Two former executives of Facebook parent Meta Platforms Inc. are seeking to solve one of the social-media industry’s biggest challenges in recent years: allowing marketers to measure the effectiveness of their ads while maintaining user privacy. 

Graham Mudd and Brad Smallwood each spent more than a decade building Meta’s advertising system, which allowed the company to offer granular data about how ad campaigns worked with individual users, often by tracking their web and mobile activity. Apple Inc.

took steps in 2021 to allow users to limit most tracking, making it far more difficult to gauge the success of online advertising and upending the way social-media companies made money.

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