February 15, 2017
Facebook is answering criticism from advertisers to provide more precise data about the reach of digital ads. The social network agreed to an audit of the audience measurements and other information that it provides to advertisers. Marketers pay based on the number of times an ad is viewed, but media companies count views differently based on whether the sound was on or if the viewer watched the entire ad. Advertisers are calling for ad platforms to increase transparency. Facebook will allow the Media Rating Council to conduct an audit of the data that the company reports to its advertisers.
The social network also said in a blog post that it is working with 24 third-party measurement companies to gather accurate data. Facebook came under fire last year for errors in its measurement tools that over-reported video views.
In the same announcement, Facebook introduced new options for video advertising purchases. Marketers can pay based on completed views of an ad, two-second views, or sound-on views. Facebook will also provide more data about how long a display ad appears on the screen.
The audit comes less than two weeks after Proctor & Gamble, the largest advertiser in America, put its foot down regarding digital advertising data. Proctor & Gamble will not do business with advertising platforms that do not use the Media Rating Council standard on ad viewability or work with third-party measurement companies that are accredited by the council.
At an Interactive Advertising Bureau conference, Proctor & Gamble chief brand officer Marc Pritchard criticized ad platforms over their different viewability standards, reports The New York Times.