company Nielsen Co., in a step to address advertisers' frustration with
measuring how ads perform on the social network.
Facebook will provide that data, including responses from those who
didn't see an ad, to Nielsen, which will package it for advertisers,
say the companies.
Facebook Chief Operating Officer Sheryl Sandberg is planning to
introduce the product, called Nielsen Brand Lift, in a keynote address
at an advertising conference Tuesday and to pitch it to marketers this
week in New York.
Facebook had a 9.1% share of display-ad views in the U.S. in July,
up from 6.8% in January, according to comScore Inc. That put it in
second place behind Yahoo and ahead of Microsoft Corp. and Time Warner Inc.'s AOL, comScore said.
The number of advertisers using Facebook's online system has also
tripled to tens of thousands in the past year, according to the
company. Advertisers say they are often spending more than $1 million
on campaigns on the Web site
In recent months, the site has launched new ad formats that prompt
people to take an action -- such as a forthcoming ad that allows people
to sign up to receive a free sample of what's being advertised.
It has also overhauled a tool that allows brands to build pages to
communicate with their fans and has rolled out a targeted-ad feature
that gives advertisers more control and guarantees over who sees their
ads.
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