Facebook Expands Measurement To More Advertisers

Facebook announced a new destiny for results measurement in diverse platforms, called Advanced Measurement. The first product will focus on reach and attribution. Advanced measurement will be available for advertisers of all sizes, as well as enterprises that currently use Atlas measurement solutions. The new tool will make the comparison between the efficiency of Facebook, Instagram and Audience Network -as well as other publishers- easier. The new tools will soon be available through Business Manager, taking these measurement solutions based on people to more advertisers. “Consistent and accurate measurement in diverse browsers, devices and platforms is essential to enable evaluation of marketing performance and increasing ROI (Return On Investment) of our clients” said Slavi Samardzija, Global CEO at Annalect, Omnicom Media Group’s data technology platform. “As one of the first and current advocates of a ‘cross everything standard’ and the first communication media agency that tried Atlas measurement with several clients and geographies, we see the launching of advanced measurements as a significant step to achieve this goal across the whole industry.”