Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers’ frustration with measuring how ads perform on the social network.

Under the partnership, Facebook will begin polling its users about some of the display ads it runs on its site, such as a banner promoting a movie release.

Facebook will provide that data, including responses from those who didn’t see an ad, to Nielsen, which will package it for advertisers, say the companies.

Facebook Chief Operating Officer Sheryl Sandberg is planning to introduce the product, called Nielsen Brand Lift, in a keynote address at an advertising conference Tuesday and to pitch it to marketers this week in New York.

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“Controlling the stream” is not just one of the major life-challenges facing elderly gentlemen; it is the center of industrial competition on the realtime social network that we once termed “Web 2.0.” Facebook’s chief operating officer, Sheryl Sandberg, gave a speech yesterday before a group of advertising executives in New York in which she argued, as the Wall Street Journal reported, that “banner and text ads are old news.”

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Can a PR guy run an operating system? Silicon Valley’s gut reaction: No way. And yet that’s what Facebook COO Sheryl Sandberg has done in appointing Elliot Schrage, her handpicked flack, to run Facebook’s platform. The platform, when it launched a year ago, was hailed as the world’s next Windows. … But in one very short year–or a very long one, rather–Facebook’s platform has gone from selling point to PR headache.

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Facebook applications don’t really do anything special yet. Neither, for that matter, do Facebook’s ads. But that’s OK, Facebook COO Sheryl Sandberg insisted yesterday at the D6 conference. Some of the applications, like Slide’s SuperPoke, are really popular. Just like Elvis, she says.The comparison fails on two counts.

First, we’ve listened to Elvis Presley, Ms. Sandberg, and SuperPoke is no Elvis Presley. Second, Elvis was a moneymaker–heck, he still is. The Elvis 30 #1 Hits album, released in 2002, has sold 16 million copies at $15 a pop. Conveniently, that adds up to $240 million–the same amount Microsoft paid for its 1.6 percent stake in Facebook. And what did Microsoft get? A company whose COO still can’t articulate what, precisely, Facebook’s advertising revolution will look like.

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