Advertisment

Facebook expands measurement tools to more advertisers

The social media giant is beginning a test of new advanced measurement tools focused on reach and attribution. These tools will take people-based measurement to more marketers through Facebook's easy-to-use interfaces

author-image
BestMediaInfo Bureau
New Update
Facebook expands measurement tools to more advertisers

Facebook expands measurement tools to more advertisers

The social media giant is beginning a test of new advanced measurement tools focused on reach and attribution. These tools will take people-based measurement to more marketers through Facebook's easy-to-use interfaces

BestMediaInfo Bureau | Mumbai | March 9, 2017

FacebookThe fragmentation of digital media has made it difficult for marketers to get a complete view of audiences across devices. 82 per cent of marketers say they are constantly searching for new tools to help optimise their cross-device advertising strategies.

Over the past few years, Atlas, which provides solutions in online advertising, has brought people-based measurement to some of the largest marketers in the world. It has also run measurement campaigns with more than 300 of the world's top advertisers. During this time, Facebook had thought about ways to bring the insights from Atlas to more marketers, regardless of their size.

Businesses of all sizes are searching for tools that offer clearer insight into how many people they've reached and which publishers deserve credit for the brand or sales outcomes generated from their ads. In September, Facebook began integrating the Atlas team into their broader measurement organisation to build the tools to make this possible.

To continue this effort, the social media giant is beginning a test of new advanced measurement tools focused on reach and attribution. These tools, previously offered by Atlas, will soon be available through Facebook Business Manager -- bringing people-based measurement to more marketers through Facebook's easy-to-use interfaces. Advanced measurement will make it easier to compare the effectiveness of Facebook, Instagram and Audience Network alongside other publishers.

Facebook hopes to make sophisticated measurement -- which has historically been expensive and reliant on intense collaboration with digital platforms -- more accessible to a wider range of advertisers.

Slavi Samardzija, Global CEO, Annalect, Omnicom Media Group's data technology platform, said, “Consistent and accurate measurement across browsers, devices and platforms is critical to evaluating marketing performance and increasing our client's ROI. As an early and ongoing advocate for a 'cross everything standard', and the first media agency holding company to test Atlas measurement across clients and geographies, we see the launch of advanced measurement as a significant step toward achieving that goal industry wide.”

Over the coming year, Facebook looks forward to making advanced measurement tools available to more Facebook advertisers around the world. Their advanced measurement solution will become the central destination for people-based, cross-publisher measurement.

The goal is to help all businesses understand how their marketing drives value both on and off Facebook. They're keeping accessibility and comparability top of mind as to build out advanced measurement solutions.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment