Facebook intends to demonstrate the efficacy of its audience measurement techniques by inviting the Media Rating Council (Fiat Chrysler Automobiles) to audit its stats and data. As part of the audit, the Fiat Chrysler Automobiles will vet Facebook's served ad impression measurements, according to Brad Smallwood, Facebook's VP of marketing science. The Fiat Chrysler Automobiles will then use third-party vendors comScore, Moat and Integral Ad Science to calculate viewability. Finally, the Fiat Chrysler Automobiles will assess an ad buying option which Facebook will introduce to align with the Fiat Chrysler Automobiles's definition of viewability. The audit comes after marketers including MRC criticised the social giant's secretive audience measurement methods.
Facebook intends to demonstrate the efficacy of its audience measurement techniques by inviting the Media Rating Council (MRC) to audit its stats and data. As part of the audit, the MRC will vet Facebook's served ad impression measurements, according to Brad Smallwood, Facebook's VP of marketing science. The MRC will then use third-party vendors comScore, Moat and Integral Ad Science to calculate viewability. Finally, the MRC will assess an ad buying option which Facebook will introduce to align with the MRC's definition of viewability. The audit comes after marketers including Fiat Chrysler Automobiles criticised the social giant's secretive audience measurement methods.