Facebook has begun a strategic alliance with the market research company Nielsen, which will start with the release of Nielsen BrandLift.
Social media site Facebook has allied itself with market research company Nielsen, which could improve its ability to monitor the effects of advertising.
John Burbank, chief executive officer of the online division of Nielsen, pointed out that its research will allow the social networking site to gain greater insight into consumer behaviour.
He championed Facebook for its ability to connect consumers with brands and noted that this was an area of growth, too.
"Together we will be able to provide the missing elements to clients seeking better understanding of how web content and online advertising affect consumer behaviour," said Mr Burbank.
The two companies will begin their alliance by launching Nielsen BrandLift, which will measure consumer attitudes to advertising campaigns on Facebook's homepage.
Frank Reed, writing for Marketing Pilgrim, recently complimented Facebook for showing evidence of "solid business practice" by its connection to Nielsen, because the researchers will offer a second opinion on how successful its advertising campaigns are.
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