Adweek: Facebook Partners With 3 Companies to Improve Its Verification of Ad Metrics

April 19, 2016 — Integral Ad Science and Facebook partner to provide clients with increased transparency into Facebook inventory.

“In effort to improve transparency and maintain marketers’ trust, Facebook is expanding its third-party verification program related to viewability and attention metrics for ads.

In a blog post published today, the Menlo Park, Calif.-based company said it’s adding Nielsen, Integral Ad Science and comScore to the list of choices advertisers have when looking for an outside perspective to measure the effectiveness of their photo and video ads on the social media platform.

“Independent ad verification partnerships are critical to making sure advertisers trust their ad delivery data, so they can explore exactly how to drive value for their business in feed-based platforms,” according to Facebook. “As we continue adding partners and capability, we’ll provide updates.”

Facebook has come under some scrutiny by advertising industry leaders who are reluctant to pay for video views that users might be merely scrolling past instead of viewing in their newsfeeds. Last fall, WPP CEO Sir Martin Sorrell said Facebook’s standards were “ludicrous” and called on the company to improve the way it measures whether a person actually viewed a video.”

Read more here.