​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 “We accepted multiple viewability metrics, publishers self-reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional through that digital is different and we were getting ahead of the digital curve.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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in