Facebook's New Tools Improves Its Ability to Compare Social Ads to TV

It can better measure brand lift

Facebook wants to show advertisers the impact TV has on social and vice versa.

The company is launching two new brand measurement tools that analyze TV and Facebook performance. One of them, Facebook Cross-Platform Brand Lift, plugs into TV analytics company iSpot to crunch data on brand lift across Facebook, Instagram and Facebook Audience Network, or FAN, ads. Consumers are asked in surveys if they watched specific TV programs and then receive followup questions about ads that aired during the programs.

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