Facebook chief operating officer Sheryl Sandberg used her speech at New York Advertising Week Tuesday morning to elaborate on the partnership between the social-networking site and Google, reported by The Wall Street Journal Monday, and she was joined on stage by Nielsen Online CEO John Burbank, CNET reported.
Sandberg and Burbank confirmed much of what was reported Monday, saying that the two companies will launch a market-research tool called BrandLift to measure response to advertisements on Facebook, adding that the two parties eventually expect to expand BrandLift to other companies.
Burbank on BrandLift and the partnership with Facebook, according to CNET:
We recognize just how increasingly important Facebook is within the whole ecosystem of media. (It will be) crucial in building (marketers’) confidence in using the Internet as a tool.
(Brands) have asked us to extend this tool beyond Facebook. Working with Facebook, we expect to do that, too.
As reported by the Journal Monday:
Under the partnership, terms of which aren’t expected to be disclosed, Facebook advertisers that are also Nielsen customers will be able to measure the impact of the ads they buy on Facebook through polls that Facebook will show its users who have seen the ads. Facebook will then compare the users’ responses to those of other people who didn’t see the ads and package the data for advertisers, according to the companies.