Friday, February 03, 2017

Facebook No Longer Grading Own Homework

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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