Measure this: Facebook Wednesday announced a host of new products and integrations with its measurement partners.
The social network announced the following new products or integrations:
Nielsen Catalina Solutions: Nielsen Catalina Solutions will provide consumer-packaged-goods advertisers with ways to understand the impact of Facebook and Instagram on in-store sales.
Oracle Data Cloud Partner Lift API: Oracle Data Cloud became the first partner to integrate with the lift application-programming interface Facebook introduced in March, and this integration will give CPG marketers more accurate measurements of every campaign. The social network added in a Facebook for Business post:
An emerging measurement standard in digital marketing is lift testing. Lift tests look at how likely people are to buy a product if they haven?t seen an ad and how likely people are to buy a product if they have seen an ad. Lift uses a traditional, scientific test versus control methodology. The test group sees an ad, while the control group does not. The difference between the two groups is the lift in sales from the ads. Lift tests can only be performed when both groups have the same characteristics, and this can only be done reliably when the measurement is people-based. Atlas integration with Visual IQ and Neustar MarketShare: Visual IQ and Neustar MarketShare became the first multitouch attribution providers to integrate with Facebook’s Atlas advertising platform, which, the social...