Nielsen, Facebook Partner for Studies | SalesAndMarketing.com
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Nielsen, Facebook Partner for Studies

Will explore effectiveness of advertising

Nielsen has struck a global, multiyear partnership with Facebook that begins with hundreds of studies this year exploring the effectiveness of advertising on the popular online social network.

Nielsen, the parent company of The Hollywood Reporter, will design and execute the studies while data collection and consumer privacy will be handled by Facebook, which boasts 300 million users.

The partnership "contributes a new and important dynamic element to our overall three-screen strategy," Nielsen Online CEO John Burbank wrote in an internal memo to Nielsen employees.

The deal also calls for Nielsen to be Facebook's preferred market research provider.

The first product stemming from the relationship is called BrandLift; it will leverage data from user polls already at Facebook.

"BrandLift will be commercially available in the coming months, and we expect to conduct hundreds of studies with clients who advertise on Facebook by the end of the year," Burbank wrote.

Financial details of the partnership were not disclosed.

Nielsen is the parent company of Sales & Marketing Management.

— Nielsen Business Media