Desperation and Datalogix: Facebook six months after its IPO

Facebook began trading publicly on NASDAQ nearly six months ago, on May 18, 2012, at the initial offering price of $38 a share. Despite unprecedented anticipation and early trading volume, the company’s share price soon declined, and it currently hovers around the $19 mark. One of the reasons for this decline stems from an issue that plagues all advertiser-supported media: how does the company know if ads actually result in consumer spending? In addressing this concern of Facebook shareholders, the site has recently partnered with data management firm Datalogix in order to bolster the link between Facebook ads and in-store purchasing.