A week after Facebook Inc. acknowledged inflating its video metrics, the Association of National Advertisers is calling for an audit and accreditation of the social network’s metrics.
Facebook last week noted that it had been giving marketers an inflated number for the average time consumers spent viewing online clips by only counting a video as “viewed” if it had been seen for more than 3 seconds.
“While ANA recognizes that ‘mistakes do happen,’ we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require,” Bob Liodice, the group’s president and CEO, writes in a blog post.
Given the massive amount of ad dollars from retailers and advertisers flowing to Facebook, the ANA says the social network should have its metrics accredited by the Media Rating Council (MRC), the industry group that creates the standards that advertisers buy media against.
Liodice’s blog post highlights a study the group conducted in late 2015, which found that 97% of marketers said their ad inventory should be measured by a third party. 65% “very strongly feel” that digital media owners should have their metrics accredited by the rating council and 90% said they weren’t “fully confident” their ads met viewability requirements.
“ANA believes that these are the ‘table stakes’ for digital advertising,” Liodice writes.
Facebook says that “trust and transparency” are “paramount” to its business. “We are currently in dialogue with the ANA about how we can work more closely together,” a spokeswoman says. “Our focus has always been on driving business results for our clients, and we strongly believe in third-party verification. We have a history of working with industry leaders, including Nielsen, Moat, and comScore, and we continue to explore more partnerships.”Favorite