Facebook is refining its ad measurement offerings to give marketers more information about their campaigns on its ad platform.
On Tuesday, the social network announced an expansion of partnerships with third-party ad tech companies, promising better quality data. Facebook said it was trying to give marketers a more accurate grasp of how ads on the social network compare to other media like television.
The focus on metrics has added significance since Facebook uncovered flaws in how it had been reporting data to marketers, giving them sometimes inaccurate numbers on elements such as video viewership. The ad industry’s biggest players have subsequently been asking not just Facebook but rivals like YouTube, Twitter, Snapchat and Pinterest for independent verification of the data they share.
“One thing we’re trying to provide is more transparency around how advertisers are doing on Facebook,” said Fred Leach, Facebook’s director of marketing science. Facebook also announced that it would expand its partnership with Nielsen and its mobile digital ad ratings and with ComScore to measure when ads were seen and by whom.
Accounts Director at HeartCMS.com and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.
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