Facebook Introduces New Video Ad Options and Will Allow the MRC to Audit its Metrics

FacebookFacebook has publicly committed to an audit by the Media Rating Council (MRC) to verify the accuracy of the information the company delivers to advertisers. The social giant has found itself the subject of various stories about how it was greatly exaggerating the number of video views on the platform. For example, last September it emerged that Facebook had been overestimating the average viewing time for video ads on its platform by between 60 percent and 80 percent. Earlier this week, trade publication Mumbrella reported that the situation in Australia may have been even worse, with Nielsen figures suggesting that the video streams dropped by 94% over the course of a single month.

Alongside the MRC auditing, Facebook say that the number of verification vendors they work with will continue to expand, and that the company is currently working with 24 global third-party measurement partners. The company is also going to provide advertisers with three new buying options for video ads across Facebook, Instagram and Audience Network:

  1. Completed-view buying: advertisers will only pay for video ads that have been viewed in their entirety, for any duration up to 10 seconds
  2. Two-second buying: compliant with the MRC video standard, where at least 50 percent of an ad’s pixels are in-view for two continuous seconds or longer
  3. Sound-on buying: advertisers will have the ability to buy sound-on video ads

Facebook say their verification partners will also receive more detailed information about ad impressions on Facebook and Instagram to help provide marketers with better insights for display advertising. They will provide specific in-view and duration data including:

  • Milliseconds that an ad was on the screen
  • Milliseconds that 50 percent of the ad was on the screen
  • Milliseconds that 100 percent of the ad was on the screen



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