Facebook to get third party verification from Meetrics

08 Mar 2017  |  Ellen Hammett 
Facebook to get third party verification from Meetrics

Meetrics is the fifth ad verification company Facebook has signed up this year to offer independent third-party verification for its display and video ads.

It is the social network's first collaboration with a European ad verification provider - and will offer advertisers new options to verify the viewability and view duration of their campaigns. Meetrics joins comScore, Moat, Integral Ad Science and DoubleVerify, which Facebook announced global partnerships with in January.

"Many brand advertisers are looking for additional transparency on the viewability of the different ad formats on Facebook to measure their campaign performance," said Marianne Bullwinkel, Facebook's country director for Germany, Austria and Switzerland.

"That's why we're very much looking forward to working with Meetrics to further expand our transparency initiative.

"However, we also see that rethinking common market standards, especially regarding mobile media consumption, will become even more important going forward."

Last September, Facebook quietly disclosed that its metric for the average time users spent watching videos was inflated because it was only factoring in video views of more than three seconds.

The Wall Street Journal, which broke the story, said the earlier counting method likely overestimated average time spent watching videos by between 60% and 80%.

Max von Hilgers, Meetrics's co-founder and CEO, said: "Against a background of increasing social media budgets for international campaigns, we are seeing more demand for viewability measurements across the European markets.

"Our groundbreaking partnership with Facebook provides our advertiser clients with this much-needed reassurance for international campaign planning."

The news comes as Facebook launches a new 'advanced measurement' service that will allow brands to to compare the effectiveness of Facebook, Instagram and Audience Network alongside other publishers.

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