Alongside Facebook's growth as an ad platform has been a continual nagging by critics that social networks are unproven territory for brands.
To address this, Facebook has teamed up with Nielsen Online to employ a product called BrandLift, which will measure Facebook users' reactions to various branded messaging on the site.
As the first part of the agreement, polls will run across Facebook measuring brand affinity and purchase intent, before other aspects of the multi-year agreement go live.
The deal marks a maturing of Facebook which launched and then withdrew its Beacon product after a class-action law suit was brought against it. In Facebook's favour, is 300 million unique users engaging with the social network every month - something that advertisers will find it increasingly difficult to ignore.
The agreement has been confirmed by both companies and is expected to be announced at Ad Week in New York today.
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