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Facebook is working with a controversial data company called Datalogix that can track whether people who see ads on the social networking site end up buying those products in stores.
Amid growing pressure for the social networking site to prove the value of its advertising, Facebook is gradually wading into new techniques for tracking and using data about users that raise concerns among privacy advocates.
"We kept hearing back [from marketers] that we needed to push further and help them do a better job," said Brad Smallwood, Facebook's head of measurement and insights.
Ad Tracking on Facebook Causes Concern [edition.cnn.com]