Tim Peterson says, “On Wednesday, Facebook announced a wave of ad measurement news that even Facebook’s VP of measurement, Brad Smallwood, admitted were eyeball-glazing in their nitty-grittiness. But as boring or inside-baseball as they may seem, they’re important. So it’s important to explain them in a way that makes sense. To that end, I chose sports as an analogy.

Facebook is trying to give advertising’s sabermetricians — the Moneyballers of Madison Avenue — a better way to evaluate its ads against those from other channels, including TV, competing to make their media rosters.

Being able to measure Facebook against other media channels matters to advertisers in the same way that comparing players matters to teams’ general managers and coaches. Both entities are trying to evaluate whether the money they’re spending on platforms’ ads and players’ salaries are paying off and which platforms/players should get what share of the payroll (It may not always seem this way, but many advertisers work under some kind of salary cap). The announcements also matter to anyone keeping score of the shift in ad dollars from traditional platforms like TV to digital ones like Facebook, because that shift is more likely to take place if advertisers have a more like-for-like way of seeing what they’re gaining and giving up. Okay, now for the news”.

Facebook wants to show brands how its ads measure up against TV, others

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