The agreement will see GfK become a global brand lift partner on Meta’s platforms, and use a new tool called Campaign Amplifier to measure how their campaigns on Facebook and Instagram affect the attitudes and perceptions of their brands, and how these compare to television and other digital channels.

GfK’s analytics model is applied to the brand lift surveys to calculate campaigns’ impact on a brands key performance indicators.

Michael Mandato, vice-president, global account director, at GfK, said: “In today’s privacy-focused ad-ecosystem, accurate measurement must increasingly rely on partnerships between media platforms and research companies.

“We’ve had great success demonstrating the value of advertising on Meta platforms with our marketing mix modelling, reach and sales lift solutions, and we’re excited to expand that partnership to include brand lift, which is another critical tool for marketeers.”