The three companies will begin verifying ad viewability and attention metrics for photo and video ads on the social network “in the coming months,” joining Moat, which formed a video ads measurement partnership with Facebook last September.
The social network said in a Facebook for Business post:
Providing actionable and verified data to marketers is one of the most important ways we empower them to grow their businesses. As feed-based mobile advertising continues to grow in volume and capability, we are committed to supplying marketers with data they trust. That’s why last September we announced our partnership with Moat for independent verification of Facebook video ads metrics. Today we’re announcing additions to our list of ad verification partners that give marketers the data transparency they want.
Independent ad verification partnerships are critical to making sure advertisers trust their ad delivery data so they can explore exactly how to drive value for their business in feed-based platforms. As we continue adding partners and capability, we’ll provide updates.
Nielsen senior vice president of product leadership David Wong said in a statement:
We are thrilled to work with Facebook to bring high-quality independent measurement of viewability to the marketplace through our Digital Ad Ratings service. We believe it will bring greater transparency to the value of digital ads and further anchor Nielsen as a leader in digital measurement.
Integral Ad Science CEO Scott Knoll added:
Social media has become an important advertising platform for brands to tell their stories, and Integral is proud to partner with Facebook to offer advertisers the opportunity to measure exactly how their campaigns are performing.
And comScore chief product officer Manish Bhatia said:
We’re excited to work with Facebook to offer our clients greater transparency into the performance of their holistic campaigns and to provide increased confidence that their ads have the opportunity to be seen. Partnerships like this enable advertisers to mitigate wasted ad spend, encourage greater trust between buyers and sellers and contribute to enhancing the overall value of digital advertising.
Image courtesy of Shutterstock.