The addition of a new partner, Double Verify. The marketing mix modeling portal can be used to compare Facebook ads to TV, print, and other media. The company also provided information about the status of existing integrations and the launch of a brand-new online portal for marketers to use to compare the performance of their Facebook ads to that of other platforms like print or television.
In the past, the company has been criticized for not providing clear metrics. At the end of last year, Facebook announced a number of metrics bugs and errors that caused critical data to be reported incorrectly. The objective has been to ensure that advertisers can trust their ad delivery data by collaborating with third parties like Nielsen and comScore, which became Facebook partners in the spring.
To measure impression, reach, performance, and other metrics that advertisers care about, those partners have been integrating with Facebook.
Facebook announced today that Nielsen's Digital Ad Ratings can now be used to measure reach and in-target performance on desktop and mobile in eight additional markets, bringing the total number of supported markets to 25 worldwide.
According to the company, comScore is beginning to test in-target reach for U.S. audiences on desktop and mobile using its validated Campaign Essentials product. The company has already been working with Facebook on viewability verification of video impressions. Facebook explains that this metric, which is used to evaluate the success of the campaign and is the foundation of media plans, is more important to advertisers.
Thanks to finalized integrations that were initially announced in November, a number of partners, including comScore, Integral Ad Science, and Moat, can now also provide metrics on when display ads enter and appear on the Facebook screen. AdExchanger points out that this metric is not the same as the industry standard (50 percent of pixels in view for one second for display, or two continuous seconds for video). Additionally, Facebook claims to have expanded its viewability measurement to include additional placements across the platform. This was initially only available for Facebook video, but it has since been extended to Instagram video, and comScore and Integral Ad Science are now able to measure video as well.
DoubleVerify is also joining the team to support both display and video. Facebook will have 24 global third-party measurement partners available to advertisers when its integrations are finished. Facebook also launched an online Marketing Mix Modeling (MMM) portal, allowing measurement partners to obtain client data directly from Facebook, Instagram, and the Audience Network. They will be able to compare the TV, digital, and print advertisements that are best assisting them in achieving their goals here. Facebook stated that more than 150 brands are already making use of this data in their marketing strategies.
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