Facebook ad partner Spruce Media on Monday announced integrating
Nielsen’s Online Campaign Ratings to help clients measure the effectiveness of Facebook campaigns. The company said the Nielsen system until now has only been available to advertisers buying
media directly with the social network.
Nielsen says its
Nielsen Online Campaign Ratings is the first Web measurement system providing demographic ratings for online ad campaigns with certain metrics comparable to those used for TV advertising to be
accredited by the MRC. In addition, the solution will verify whether a campaign’s actual audiences matches the intended audience.
"Spruce’s adoption of Nielsen Online Campaign Ratings
will provide advertisers and their media agencies a valuable set of metrics which will demonstrate the unique value of reach and frequency of paid media on Facebook," said Sujit Dasmunshi, SVP, client
service, Nielsen, in a statement.
Facebook last year named Spruce among a dozen “strategic” firms within its Preferred Marketing Developer program, creating a new top level of partner agencies
and developers. Through its ad platform, Spruce says it has run 380 billion paid impressions on Facebook to date.