Following multipleadmissions last year that it had been misreportingA�some of its adA�numbers, Facebook just announced that it has committed to an audit by the Media Rating Council a�?to verify the accuracy of the information we deliver to our partners.a�?
The mistakes that Facebook revealedA�last year seemA�relatively minor, but collectively, they probablyA�have added momentum to calls from the ad industry forA�better data from Facebook, as well as more third-party verification of that data.
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In the blog post announcing the MRC audit, Facebook also says it will be providing more details about how long (down to the millisecond) an ad is actually on-screen, as well as how long 50 percent and 100 percent of the ad isA�on-screen. So hopefully, advertisers will wonder less about whether theya��re paying for ads that arena��t actually seen.
In addition, Facebook says ita��s now working with 24 independent partners for ad measurement. Plus, it will be adding new video ad-buying options a�� for example, advertisers could only pay for videosA�that are viewed in their entirety.
a�?As a partner to over four million advertisers across a wide range of organizations and objectives, we want to provide transparency, choice, and accountability,a�? Facebook says.