Facebook Sets Deal to Provide Ad Data to Nielsen

Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers’ frustration with measuring how ads perform on the social network.

Under the partnership, Facebook will begin polling its users about some of the display ads it runs on its site, such as a banner promoting a movie release.

Facebook will provide that data, including responses from those who didn’t see an ad, to Nielsen, which will package it for advertisers, say the companies.

Facebook Chief Operating Officer Sheryl Sandberg is planning to introduce the product, called Nielsen Brand Lift, in a keynote address at an advertising conference Tuesday and to pitch it to marketers this week in New York.

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