How Do You Solve A Problem Like Measuring Facebook Impressions?

In an effort to sway big ad spenders to spend their hefty ad dollars on Facebook, the social network’s measurement teams is determining the value of paid and earned Facebook impressions in a language media buyers speak well: GRPs.

"We're still trying to figure out how to measure (experiences) in silos, and the more media consumption disperses across channels, it's going to become an increasingly big problem for advertisers," said Brad Smallwood, Facebook’s head of measurement and insights.

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