​Facebook agrees to independent metrics testing

The social media giant bowed to pressure and agreed to a third party metrics audit following admissions of misreporting to advertisers

Facebook has bowed to pressure and agreed be more accountable via an audit and third-party verification, providing increased transparency on how advertisers run campaigns across its platforms.

The move follows the social networking giant's own admissions in November last year that it had been vastly overestimating average viewing time for video ads on its platform for two years. The metric for average time users spent watching video had been inflated by up to 80 per cent because it was only factoring in video views of more than 3 seconds. On top of this, a bug discovered in its page insights overestimated organic page reach by up to 55 per cent on 28-day reporting, and 33 per cent on 7-day summaries.

Adding further pressure was Proctor & Gamble CMO, Marc Pritchard, who last month in his presentation at the IAB conference in the US called for digital publishers including Facebook to allow an independent body, the Media Rating Council to audit its metrics.

Pritchard, who was also recently appointed as chair of the US industry body Association of National Advertisers, announced the FMCG group will be overhauling agency contracts and embracing industry-wide transparency and viewability standards to combat poor media supply chain practices.

“I confess P&G believed the myth, that we could be the first mover on all the shiny new options despite the lack of measurements and verification,” he said. “We accepted multiple viewability metrics, publishers self-reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional through that digital is different and we were getting ahead of the digital curve.

“We have come to our senses, and realise there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain. Getting to a clean, productive supply chain is the level playing field we all want and need.”

As a partner to more than 4 million advertisers across a wide range of organisations and objectives, Facebook last week agreed to an audit by the Media Rating Council (MRC) to verify the accuracy of the information it delivers to advertising partners.

Over the course of the year, the social media giant claimed it will ensure its verification partners will receive more detailed information about ad impressions on Facebook and Instagram to help provide marketers with better insights.

Facebook also claimed it is already working closely with marketers to understand their measurement needs on key topics such as reach, attribution, audience demographics, brand lift, offline sales and mobile app measurement.

Meanwhile, video campaigns will be overhauled later in the year, with Facebook claiming it will provide more choice for advertisers with three new buying options for video ads across Facebook, Instagram and Audience Network.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in