Facebook updates metrics to win back advertiser trust
2016 was not so good for Facebook when it came to advertiser’s trust as it accepted that it made errors with its metrics. The social media firm is looking to win the trust back with new partnerships for third party verification and a new marketing mix modelling portal.
The marketing mix modelling (MMM) portal allows marketers to compare which of their ads – TV, digital and print – are working for them. With the portal, measurement partners can gather information directly from Facebook, Instagram and the Audience Network on behalf of their clients. Better-quality data in MMM models will support more accurate and actionable insights for advertisers who engage in cross-channel measurement and planning, a company blog explained.
Facebook said that over 150 brands are already making marketing decisions based on the MMM portal.
The company has also extended its third-party verification partnerships, to bring about more transparency in the metrics system. Facebook has expanded the partnership with Nielsen to enable its Digital Ad Ratings (DAR) product to measure reach and in-target performance on desktop and mobile across eight additional markets, bringing the total to 25 global markets.
The social media giant has also expanded its partnership with comScore, going beyond viewability to include in-target performance for Facebook properties in the United States. “We formed a partnership with comScore in early 2016 to enable viewability verification of our video impressions. While viewability remains an important metric, in-target reach, the metric that media plans are built around, is critical for evaluating a campaign’s success. To this end, we’re starting tests with comScore to evaluate in-target reach for US audiences on desktop and mobile through its validated Campaign Essentials (vCE) product,” the company said in a blog post.
The viewability measurement now includes more placements across Facebook’s apps and services. “We started with video on Facebook, then we extended to video on Instagram, and today we’re extending to Audience Network in-stream video with two partners: comScore and Integral Ad Science,” the blog explained.
Facebook has completed the integration of display viewability on Facebook with comScore, Integral Ad Science and Moat. These partners will be able to provide metrics on when a display advert enters the Facebook screen and when the entire advert appears on the screen.
The company has also added a new viewability verification partner, DoubleVerify. “We’ll start the integration with DoubleVerify in the coming year, and when completed, it will support both video and display. With the addition of DoubleVerify, we now have 24 global third-party measurement partners available to marketers, providing much-needed choice and flexibility when it comes to independent, third-party measurement,” the blog post stated.
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