Facebook launches a marketing mix modeling portal for comparing Facebook ads to TV, print & more

By Sarah Perez

Facebook today announced a laundry list of updates regarding its measurement partnership program, including expanded partnerships with Nielsen and comScore, and the addition of a new partner, DoubleVerify. The company also offered details on the status of current integrations, and the launch of a new online portal to help marketers see how their Facebook ads perform, in comparison with other platforms, like TV or print.

The company, in the past, has been taken to task for not offering clear metrics, and, at the end of last year, Facebook announced a series of metrics bugs and errors that led to inaccurate reporting of critical data. By working with third-parties like Nielsen and comScore, which become Facebook partners last spring, the goal has been to ensure that advertisers are able to trust their ad delivery data.

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