Facebook Expands Partnership With DoubleVerify for Viewability and Fraud Measurement on Stories’ Video Ads

Sharing through this part of the platform will likely exceed sharing through the news feed

Facebook and DoubleVerify announced their expanded partnership on Wednesday. Getty Images
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Facebook and DoubleVerify have announced an expansion of their partnership, a development that will provide advertisers with fraud and viewability measurement across Facebook Stories’ video inventory.

Facebook Stories video campaign measurement is now integrated with DoubleVerify’s Pinnacle platform, which lets advertisers analyze their Stories campaigns with all other ad placement types the social network supports, as well as other media buys.

Per DoubleVerify, more than 300 million people use Facebook Stories and Messenger Stories on a daily basis, with Facebook forecasting that sharing through Stories will exceed sharing through the news feed.

Earlier this year the social network unveiled Facebook Marketing Partner program, a scheme that includes third parties such as Accenture, Ebiquity, IPG Mediabrands, Neustar and Nielsen and aims to better help advertisers evaluate the ROI of their media spend on the platform.

According to Facebook, it now has more than 40 measurement partners across a variety of capabilities, including marketing mix modeling, viewability, mobile app measurement, reach, attribution, brand lift and sales lift.

Facebook kicked off 2018 with the announcement of an algorithm change that would restrict the sharing of organic content from commercial entities in favor of users being served content from their friend, a move that Facebook CEO Mark Zuckerberg said would result in “more meaningful social interactions.” However, some industry observers said the move was a ploy to compel businesses into paying to reach the social network’s 2 billion-plus audience.

The timing of this announcement, though, is not ideal, as it comes a day after a scathing New York Times report that found Facebook was giving user data to its tech partners, like Microsoft and Netflix. The Times wrote that “Facebook allowed Microsoft’s Bing search engine to see the names of virtually all Facebook users’ friends without consent, the records show, and gave Netflix and Spotify the ability to read Facebook users’ private messages.”

In a blog post published after the NYT report, Facebook wrote, “To be clear: None of these partnerships or features gave companies access to information without people’s permission, nor did they violate our 2012 settlement with the FTC.”

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.