Third-party ver­i­fi­ca­tion of ad met­rics will add a lot of cred­i­bil­ity

The Nation - - TECH / START-UP -

CHIEF AMONG mar­keters’ con­cerns are the is­sues of viewa­bil­ity, online ad met­rics and brand safety. At Face­book, we take very se­ri­ously our re­spon­si­bil­ity to earn and main­tain the trust of our ad­ver­tiser part­ners.

Which is why we’re in­tro­duc­ing new mon­eti­sa­tion eligibility stan­dards. Th­ese stan­dards pro­vide clearer guid­ance around the types of pub­lish­ers and creators that are el­i­gi­ble to earn money on Face­book, along with guide­lines on the kind of con­tent that can be mon­e­tised.

In com­ing months, we will also be­gin pro­vid­ing ad­ver­tis­ers with post-cam­paign re­port­ing that clearly iden­ti­fies to pub­lish­ers whether their ads ran across “in­stant ar­ti­cles”, in­stream ads and “au­di­ence net­work”.

There are also ad­di­tional steps we’re tak­ing with re­gards to third-party ver­i­fi­ca­tion and brand safety.

Ad­di­tional third-party ver­i­fi­ca­tion

When it comes to ver­i­fy­ing ad per­for­mance, Face­book has been ac­cused of “grad­ing our own home­work”. Even though the dis­play and video ads that we de­liver on Face­book and In­sta­gram can al­ready be mea­sured and ver­i­fied by third par­ties, we recog­nise the in­dus­try’s de­sire for more in­de­pen­dent third-party val­i­da­tion.

That’s why we’re seek­ing ac­cred­i­ta­tion from the Me­dia Rat­ings Coun­cil, the US-based non­profit in­dus­try or­gan­i­sa­tion that re­views and ac­cred­its au­di­ence mea­sure­ment ser­vices in three key ar­eas: first-party served ad im­pres­sion re­port­ing, third-party viewa­bil­ity part­ner in­te­gra­tions and upon launch, our new two-sec­ond video buy­ing op­tion.

Over the next 18 months, Face­book will be work­ing to achieve MRC ac­cred­i­ta­tion across dis­play and video on In­sta­gram, Face­book and “au­di­ence net­work” for im­pres­sion count­ing, viewa­bil­ity mea­sure­ment and two-sec­ond video buy­ing.

Our com­mit­ment to third­party mea­sure­ment and ver­i­fi­ca­tion is clear. We first started work­ing with third-party mea­sure­ment part­ners in 2008.

To date, we have 24 part­ners in our mea­sure­ment sys­tem and three part­ners mea­sur­ing viewa­bil­ity. And we’re in the process of adding two new viewa­bil­ity part­ners.

Th­ese re­views and part­ner­ships help with viewa­bil­ity ver­i­fi­ca­tion. They’ll also help us de­liver the most ac­cu­rate met­rics pos­si­ble to our part­ners.

Brand safety – new ad­ver­tiser con­trols

Keeping our com­mu­nity safe is crit­i­cal to our mis­sion, and there is ab­so­lutely no place on Face­book for hate speech or con­tent that pro­motes vi­o­lence or ter­ror­ism. As soon as we de­ter­mine that con­tent has breached our com­mu­nity stan­dards, we re­move it. To speed up our process of re­view­ing those re­ports, we’re adding an ad­di­tional 3,000 con­tent re­view­ers, nearly dou­bling our ex­ist­ing team.

Our teams are partnering closely with third par­ties to en­sure the brand safety tools and con­trols we cre­ate serve our ad­ver­tis­ers’ needs. Ad­di­tion­ally, we are in the process of join­ing the Trust­wor­thy Ac­count­abil­ity Group (TAG) “Cer­ti­fied Against Fraud” pro­gram, given our long­stand­ing com­mit­ment to com­bat fraud on Face­book.

Re­gard­ing brand safety, peo­ple who view con­tent in “news feed” im­plic­itly un­der­stand that the in­di­vid­ual posts they see are not con­nected to, or en­dorsed by, the other posts in their feed. That said, con­tent ad­ja­cency might still be a con­cern for other ad place­ments in which the dis­con­nect be­tween con­tent and ad­ver­tise­ment may not be as clear.

So, in ad­di­tion to of­fer­ing place­ment and cat­e­gory optouts, we will be­gin to roll out pre-cam­paign pub­lisher lists. This tool will give ad­ver­tis­ers a pre­view of part­ners us­ing “in­stant ar­ti­cles” and in-stream videos on Face­book as well as pub­lish­ers mon­etis­ing their sites and apps via “au­di­ence net­work”. For “au­di­ence net­work”, we ex­pect the full list of pub­lish­ers on the com­plete set of for­mats to be avail­able by Oc­to­ber. The post-cam­paign lists will be­gin rolling out in the com­ing months.

Look­ing ahead

We want all our part­ners to have the in­for­ma­tion and tools they need to feel con­fi­dent ad­ver­tis­ing on Face­book. As the ad land­scape con­tin­ues to change, we’ll con­tinue to work with our ad­ver­tis­ing part­ners to un­der­stand their needs and work with them to build a more brand-safe dig­i­tal ad­ver­tis­ing ecosys­tem.

Carolyn Ever­son, VP Global Mar­ket­ing So­lu­tions, Face­book.

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