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Social Media Giant, Facebook Introduces Ad Performance Measurement Solutions

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Facebook brings the developers of 'tbh' app to share and expand a common goal of making stronger communities. Pixabay
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San Francisco, September 24, 2017: In a bid to provide brands way to compare advertisements performances, Facebook has introduced new measurement solutions that will enable advertisers to see the impact of their ad campaigns on the social networking platform and TV.

Facebook, in collaboration with data measurement firm Nielsen, launched “Nielsen Total Brand Effect with Lift” solution through which advertisers can interpret their cross-platform results, the company said in a statement late on Friday.

The solution leverages Nielsen’s expertise in television measurement and its database of television programming to poll for TV ad exposure. The results are delivered independently by the company.

The product is currently available to eligible advertisers via their Facebook representative in the US and the UK and will be available in Australia by the end of the year.

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The social media giant is also working on a solution “Facebook Cross-Platform Brand Lift”, which will offer polling and results from cross-platform brand lift measurement for ads on Facebook, Instagram and Audience Network.

The tool, which may be available to advertisers in early 2018, will also provide self-serve reporting, including that of Facebook usage during commercial breaks. (IANS)

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Facebook Seeking To Patent a Software To Build User’s Profile

Around 29 million Facebook accounts were hacked in September

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Facebook seeks to patent software to analyse who lives with you. Pixabay

Despite facing flak for leakage of personal data of millions of its users in recent times, Facebook is seeking to patent a software that could help it build profile of an user’s household – the number of people in the household, the interests that they share, nature of their relationships or even the devices that they use.

The software, which could be used to target ads, would analyse images posted to Facebook or Instagram, The Los Angeles Times reported on Friday.

An online system that predicts household features of a user — household size and demographic composition — provides improved and targeted content delivery to the user and the user’s household, according to the patent application.

To help determine whether people live in the same home, the software could look at how often people are tagged in pictures together and at the captions of the photos, it said.

“Without such knowledge of a user’s household features, most of content items that are sent to the user are poorly tailored to the user and are likely ignored,” said the patent application, which was filed last year and made public on Thursday.

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Facebook, social media. Pixabay

Facebook could also incorporate “past posts, status updates, friendships, messaging history, past tagging history” and web browsing history to put together a profile of a household or family, the report added.

The proposed online system seeks to apply one or more models trained using deep learning techniques to generate the predictions.

“For example, a trained image analysis model identifies each individual depicted in the photos of the user; a trained text analysis model derive household member relationship information from the user’s profile data and tags associated with the photos,” stated the application.

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Those profiles, in turn, could be made available to third parties that want to target “content” to users, it said.

Facebook told The Los Angeles Times that applying for the patent does not necessarily mean it will build or use the software.

Around 29 million Facebook accounts were hacked in September. (IANS)