Ad verification firm Meetrics will now be able to provide advertisers with viewability metrics for Facebook display ad campaigns, it has been announced.
Across mobile and desktop advertisers will be able to see what percentage of ads hit various viewability thresholds, from the 50% minimum recommended by various trade bodies all the way up to 100%.
“Everyone wants the quality and measurement of online advertising to improve and this represents the latest step in achieving that goal and helping advertisers to make more informed media decisions,” said Philipp von Hilgers, Meetrics’ co-founder and CEO.
“However, we’re not stopping here. This first solution provides the foundation to verify more inventory across Facebook, particularly video.”
Meetrics, which is certified by ABC/JICWEBS in the UK, is the first non-US viewability partner to work with Facebook.
Martin Ott, managing director, central Europe, at Facebook addeed: “Our commitment to third-party measurement and verification is clear, we first started working with third-party measurement partners in 2008. Today, we are very happy to add Meetrics to this set, our 25th partner globally and the first viewability measurement partner to come from outside the US. We are looking forward to working with clients to deliver the most accurate metrics possible.”
The companies are also working on providing video viewability measures in the near future.
Facebook has faced multiple measurement problems in the recent past, including inflating audience figures. In response, the body that represents UK ad agencies in the UK, the IPA, formally called upon Facebook to bring the brand safety, measurement and viewability of its online video up to acceptable industry standards.
Commenting on today’s announcement, Nigel Gwilliam, consultant head of media and emerging tech, IPA, said he welcomes the development – which signifies an ongoing commitment to third party verification by Facebook.
“Our IPA research by Les Binet and Peter Field points to video being the most important brand building form online, so we are encouraged by plans for this to be covered by Meetrics in the near future,” he said.
“We also look forward to Meetrics continuing and expanding their viewability certification by JICWEBS.”
