Facebook to embrace third party media audits

For those who have been following the media space, this doesn’t come as a surprise. It was bound to happen….eventually.

Talks between the company and MRC had started way back in December 2016 and finally seems to have concluded with the social media platform agreeing on plans to commit to independent audit to verify the accuracy of measurement it delivers to its ad partners.

Initial resistance seems to have given way finally as media buyers demanded better accountability on part of Facebook and more recently with the P&G Chief Brand Officer Marc Pritchard demanded that media platforms/ publishers fall in line and support the MRC standards or face consequences with P&G pulling of media spends.

So what has really changed?

For a start, Facebook will now provide more detailed information on viewability for display ads which include 

  1. Milliseconds that an ad was on the screen
  2. Milliseconds that 50% of the ad was on the screen
  3. Milliseconds that 100% of the ad was on the screen

Facebook historically defined viewability as the “moment an ad enters the viewable window” with no specific time-based restrictions. Considering how quickly users scroll through their news feeds, it’s highly possible that many of the ads are on screen for far less than one second.

And, later this year, advertisers will be able to buy video on completed views, sound-on views and two-second views. MRC video standard is of 50% of pixels in view for two continuous seconds.

Overall, the move seems to be a positive one with Facebook finally realising that even a big player needs to fall in line when it comes to a question of accountability and measurements.

For more detailed version of what Facebook released on its blog this Friday, click the below link-

https://www.facebook.com/business/news/accountability-and-new-choices-for-marketers

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