Tim Peterson says, “In an effort to rebuild advertisers’ trust following a series of measurement errors last year, Facebook has moved to make its ad measurements more transparent and give advertisers more control over what they are buying.

Facebook has agreed to let the media industry’s independent measurement monitor, Media Rating Council (MRC), audit the measurements it provides advertisers, the company announced on Friday. The news, first reported by The Wall Street Journal, follows talks between the company and industry watchdog in December that were fueled by an industry increasingly uneasy with Facebook’s self-reported measurements not being open to objective evaluation.

In addition to letting the MRC inspect its ad measurements, Facebook will offer up new measurements to give advertisers a more granular idea of how their display ads are performing, as well as new ad-buying options for their video ads that let brands be more precise about what they are paying for.

For display ads running on Facebook and Instagram, Facebook will break down the time that the ad appeared on a screen to the millisecond. Advertisers will be able to see how many milliseconds the entire ad was on the screen, how many milliseconds half of the ad was on the screen and how many milliseconds at least one pixel of the ad was on the screen”.

Facebook opens itself to measurement audit, gives brands more control over video ad buys

Marketing Land

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