Meetrics will offer advertisers new options to verify the viewability and view duration of their campaigns on Facebook services. This move follows Facebook's announcement yesterday that it would be expanding its business management platform to include the ability to measure reach and attribution across multiple platforms and publishers. In January, Facebook expanded its global partnerships with ComScore, Integral Ad Science and Moat. "Many brand advertisers are looking for additional transparency on the viewability of the different ad formats on Facebook to measure their campaign performance," Marianne Bullwinkel, country director Germany, Austria and Switzerland at Facebook said. "That’s why we're very much looking forward to working with Meetrics to further expand our transparency initiative." The social media giant came under fire after revealing a series of measurement errors in relation to video ad views, Page Insights, and how the use of 'like' and 'share' buttons are counted. Marketers want to have independent verification of the metrics provided by social networks about display and video ad views, Meetrics co-founder and chief executive Philipp von Hilgers added. "This partnership provides advertisers with valuable insight and confidence which they can factor into their media planning," he said.
Facebook has added attention solution company Meetrics to its roster of third-party ad metrics partners to ensure that its customers gain adequate reach and attribution. Facebook has already signed partnerships with metrics firms Comscore, Moat and Integral Ad Science. The move forms part of Facebook’s transparency initiative after it was revealed that the social media giant had made several measurement errors when calculating video ad views, “Like” and “Share” button use and Page Insights.