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Facebook, Twitter to Show Whether Ad Investments Are Paying Off

Twitter Inc. and Facebook Inc.’s earnings reports this week will show whether the companies can wring profit from fresh efforts to attract advertisers and their marketing dollars.

Facebook has rolled out improved tools designed to help marketers reach users of its Instagram photo-sharing application and promote products via videos in its news feed. Twitter made key deals, acquiring a company that helps advertisers find potential customers across devices, while forging an alliance with Google Inc. that lets it serve ads more broadly via the Web-search company’s Doubleclick product.