Facebook Makes Deal to Pester Users with Polls and Give Advertising Data to Nielsen

Perhaps they should work out their glitches and all their other issues before they try to milk information from their members in an effort to generate ad revenue.

Excerpts from the Wall Street Journal:

Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers' frustration with measuring how ads perform on the social network.

Under the partnership, Facebook will begin polling its users about some of the display ads it runs on its site, such as a banner promoting a movie release.

Facebook will provide that data, including responses from those who didn't see an ad, to Nielsen, which will package it for advertisers, say the companies.

Facebook Chief Operating Officer Sheryl Sandberg is planning to introduce the product, called Nielsen Brand Lift, in a keynote address at an advertising conference Tuesday and to pitch it to marketers this week in New York.

Ms. Sandberg said the new Nielsen polling service will help prove to advertisers that Facebook's display ads work. "It can't just be you who proves it. It has to be a third party," she said.

John Burbank, chief executive of Nielsen's Online division, said the companies also plan to launch a service that would give data about advertising on other sites, but declined to provide details.

It has also overhauled a tool that allows brands to build pages to communicate with their fans and has rolled out a targeted-ad feature that gives advertisers more control and guarantees over who sees their ads.

Still, the site must prove that the display ads it sells can be as valuable as other online ads. Advertisers have flocked to search ads because they are easy to track based on how many people click on an ad and what they do next. Many display ads, such as a banner advertising a movie, aren't meant to be clicked on.

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