Nielsen, Facebook Forge Alliance

By Andrew Gauthier 


Nielsen and Facebook said Tuesday that they have forged a strategic alliance to use the social networking site as a research tool to gauge consumer attitudes and buying intentions.

Under the multi-year alliance the two will collaborate on products for marketers designed to get a read on consumer attitudes. The first effort is something called Nielsen BrandLift, a tool to gauge advertising effectiveness on Facebook. The Nielsen effort comes after Facebook shelved its Beacon tracking effort.

The plan is to roll out BrandLift to a few marketers and then to all Facebook advertisers in coming months. BrandLift users opt-in polls on the Facebook homepage to read consumer attitudes. More…