Commentary

Putting A Face On Nielsen’s Online Brand Lift: 400 Million, Give Or Take A Decimal Point Or Two

That’s more or less what Nielsen Online’s John Burbank said about Nielsen’s partnership with Facebook to turn its “400 million people” user base into a humongous online research panel for brands, and specifically, how online advertising “lifts” brands.

Burbank implied the panel is still somewhat formative, but he said it potentially was as big as Facebook’s 400 million users, but that it would ultimately depend on who “opts in” to the Nielsen panel.

Asked what he anticipates that opt-in rate ultimately will be, Burbank demurred, noting that it would remain a “trade secret for a very, very long time.”

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