Does the Emperor have any clothes on?

Adam Marcus by

This past week DMNews reported that both Omniture and Coremetrics announced they are launching a measurement tool for Facebook. It appears advertisers have been spending money on Facebook with limited visibility into the actual activity and ROI (not surprising). If Facebook can actually prove that not only they can aggregate a lot of users, but they can influence buying behavior and opinions, that could have a very dramatic impact on their ad sales. Unfortunately this data could also prove that Facebook actually does little to impact meaningful business metrics, and thus the spend is relatively worthless. It will be fun to watch the emperor as his robe is opened.