In an effort to improve transparency and maintain marketers' trust, Facebook is expanding its third-party verification program related to viewability and attention metrics for ads.
In a blog post published today, the Menlo Park, Calif.-based company said it's adding Nielsen, Integral Ad Science and comScore to the list of choices advertisers have when looking for an outside perspective to measure the effectiveness of their photo and video ads on the social media platform.
"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," according to Facebook.
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