Facebook Improves Transparency and Deepens Partnerships Around Metrics (Jan 31, 2017)
The other bit of news from Facebook today addresses the recent problems it’s had with unreliable metrics for advertisers and publishers. Some of this is just about providing more metrics for measuring performance on Facebook across various channels (Facebook, Instagram, and Audience Network within its own products can be compared with TV and/or print data from wider campaigns), but there’s also news on the third party verification front, which advertisers have been asking for. It now has deeper partnerships with Nielsen and ComScore, and is deepening its viewability measurement tools, as well as adding some additional partnerships. There’s lots here, the detail of which won’t be all that interesting unless you’re directly involved in this stuff, but Facebook is showing some promising willingness to open up more to outside measurement platforms its partners trust as a way of offsetting the embarrassing errors which turned up late last year.
via Facebook
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