Facebook is doubling down on partnerships with third party
measurement companies so advertisers can have an independent referee who can
impartially measure advertising effectiveness. This move comes after a Facebook
error was uncovered, in which they were incorrectly inflating the percentage of
video advertisements that were viewed to completion. The error was a simple
one, and they weren’t trying to deceive marketers, but it highlighted one of
the many downsides of media companies “grading their own homework”. After
pushing back for years, Facebook finally capitulated and, as referenced in this
article, is now partnering with third party measurement companies like Moat,
Integral Ad Science, and Double Verify.
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