Facebook is giving select brands exclusive access to information gleaned from its 1.3 billion users, letting high-rolling advertisers find out what consumers really think based on comments and other telling social activities, according to industry insiders familiar with the special program.
The brands and their marketing teams get to dive deeper into Facebook and its unprecedented ability to gauge public sentiment thanks to the marketing program called Grapevine, according to sources. Which brands get invited to the program depends on their bankroll, one industry source said.
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