How Brands and Agencies Are Fighting Back Against Facebook and Google’s Measurement Snafus

Diving deep into the duopoly

Some are storming the gates of the walled garden approach to measurement. Illustration: eBoy

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.

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This story first appeared in the April 17, 2017, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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