Facebook Increases Transparency By Updating Video and Third-Party Viewability Metrics

It faced growing pressure from marketers


In light of its recent video fiasco and growing pressure from advertisers to open up its so-called walled garden for more third-party verification, Facebook today is announcing a ton of changes to its measurement system.

Facebook has added a new metric called "video watches to 100 percent," which tracks both completed views and completed audio. "Video watches to 100 percent" replaces a previous stat that was called "video views to 100 percent." With the addition of the new metric, Facebook estimates that there will be a 35 percent increase in the count of watches to 100 percent.

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