Joel Lunenfeld is the VP Brand Strategy of Twitter. The article talks about Twitter making a collaboration effort with Nielsen to make a new tool for advertising partners. Having brad impact measurement on Twitter. This effort will as the article says, “give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.” This can apply to my own campaign for in the future if the project ran for a longer time frame than the stated end date. To know how your audience thinks and what they feel towards your brand or campaign efforts it’s all very helpful and relevant information.