Facebook Aims for More Transparency With Video Ad Data

Two months afterwards Facebook Inc. admitted it had aggrandized the boilerplate time it told advertisers that users were watching their video ads, the aggregation is able bigger abstracts to accord ad buyers a clearer account of how they are spending their money. The world's bigger online amusing arrangement on Wednesday launched a new blog on its website alleged Metrics FYI, area it will allotment updates and corrections for its data. “We appetite to ensure our audience assurance and accept in the metrics that we are providing,” Carolyn Everson, Facebook's carnality admiral of all-around bazaar solutions told Reuters. Getting advertisers to buy added video ads is key to Facebook’s connected acquirement growth, as they back college ante from advertisers than argument or photo-based ads. Facebook, forth with Alphabet Inc.'s Google and alternative ample agenda companies, has been criticized for a abridgement of accuracy in how it measures the achievement of videos. Particularly, the abridgement of a universally agreed adjustment of artful how abundant time bodies are watching online video has been a abscessed atom for advertisers. Shares of Facebook were bottomward 2.5 percent at $114.30 in premarket trading on the New York Stock Exchange. In September, Facebook told advertisers that the boilerplate time users spent examination online ads was artificially inflated, because it was alone counting videos that were watched for at atomic three seconds, its criterion for a “view.” Facebook larboard out those who watched for beneath than three seconds, or who did not watch the video at all, which gave advertisers the consequence their videos were assuming bigger than they absolutely were. Since the acceptance and after criticism from advertisers, Everson said Facebook has been in acquaintance with audience and ad association barter groups, including the Interactive Advertising Bureau and the Association of National Advertisers (ANA). Facebook additionally said on Wednesday it is in the action of basic what it alleged a "Measurement Council," which will accommodate altitude experts from audience and ad agencies. One of Facebook's arresting advertisers, Swiss aliment and alcohol aggregation Nestle SA, is already on board, Everson said, and the board should be up and active by aboriginal 2017. The ANA, which represents Procter & Gable Co., AT&T Inc. and alternative above advertisers, has alleged on Facebook to get its metrics accepted by the Media Rating Board (MRC), an absolute media altitude analysis group. While Facebook’s centralized metrics are not accepted by that group, it does use MRC-accredited third-party vendors, such as Nielsen and comScore, to advice advertisers verify assertive data. (Reporting by Tim Baysinger; Editing by Bill Rigby and Bill Trott)

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