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Fiat Chrysler Automobiles, a $1 billion U.S. advertiser, is fed up with playing by Facebook’s rules. As a result, the carmaker concocted its own set of measurement standards that combine video views with a layer of additional stats, prodded by what it sees as a lack of comparability for Facebook to other media it buys.
“We’ve come to the conclusion that we need to standardize our own view of the metrics,” explains Amy McNeil, head of digital media at FCA U.S.
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