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The Nielsen Company and Facebook today announced a multi-year, strategic alliance to help marketers better use the Internet to develop and market new products.
The first product of the collaboration, Nielsen BrandLift, is designed to provide marketers with effectiveness measurement for Facebook advertising. It will launch in the U.S. with select test partners this week and roll out to all Facebook advertisers in the coming months. BrandLift uses opt-in polls on Facebook’s homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site.
“Facebook is an increasingly vital link between consumers and brands,” said John Burbank, CEO of Nielsen’s online division. “We will now be able to add deep knowledge of this important social network to our unmatched media measurement and consumer insight across all three screens. Together we will be able to provide the missing elements to clients seeking better understanding of how Web content and online advertising affect consumer behavior.”