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