Facebook Is Providing Advertisers With More Transparency, Along With More Video Ad Options

The Media Rating Council will perform an audit to verify information Facebook shares with its third-party verification partners

Facebook announced Friday that it will give advertisers more transparency, including an audit by the Media Rating Council, as well as more options for video ads.

The social network revealed in a Facebook for Business post that it will provide more detailed information about ad impressions on Facebook and Instagram to its third-party verification partners so that they, in turn, can bring better insights to marketers.

Specific in-view and duration data for display ads that the social network will begin providing include:

  • Milliseconds that an ad was on the screen.
  • Milliseconds that 50 percent of the ad was on the screen.
  • Milliseconds that 100 percent of the ad was on the screen.

Facebook added that the Media Rating Council will perform an audit to verify the accuracy of the information the social network is delivering to its partners.

As for video ads, Facebook said it will introduce three new buying options later this year across Facebook, Instagram and Facebook Audience Network:

  • Completed-view buying: Advertisers will only pay for video ads that have been viewed in their entirety, for any duration up to 10 seconds.
  • Two-second buying: Compliant with the MRC video standard, where at least 50 percent of an ad’s pixels are in-view for two continuous seconds or longer.
  • Sound-on buying: Advertisers will have the ability to buy sound-on video ads.

Facebook advertisers: What are your initial reactions to Friday’s announcements?