Facebook made some viewability measurement errors over the past year, which really upset quite a few people. Marketers, ad buyers, and others weren’t happy with the fact that the measurements they were given were found to be inaccurate.
To help address this concern, Facebook is going to be allowing third parties look at the data to determine viewability independently.
This will allow those who use their ad network, Audience Network, to gather their own information to provide to advertisers. In the past, anyone that was involved at all with the Facebook video ads would have to rely on the data that Facebook was providing.
Facebook has long claimed that their ads were highly visible, and even that they had some of the most viewable ads in the industry. This was all based on their own data, however, which left many people skeptical. As third parties move in to analyze the data and see just how viewable the ads really are.
Having this information will allow those who sell or develop ads to make sure they are really getting their money’s worth out of each ad buy. Anytime a company improves transparency, it is going to be a good thing for the customers. While it would have been nice to see this move from Facebook quite a long time ago, it is definitely better late than never.
