Advertisers now have greater control over their ads on Facebook, which partnered with ad analytics company Moat this week.
Video ads on Facebook can now be independently measured with Moat technology, which enables advertisers to verify ad views and view lengths of videos.
This technology shows the length of time users spend watching a video, how much of the video player was on the screen, and whether or not users turn on sound.
“Our partnership with Moat will focus on verifying video ad metrics. We plan to scale Moat verification to include all other types of News Feed ads, including 100 per cent in-view impressions, and the Instagram platform,” Facebook said on its website.
Nicole Milward, strategy partner at Joy Agency, believes the deal is about Facebook protecting its share of future advertising revenue.
“Ultimately, the value Moat brings in providing transparent, independent view/play results is confidence – that I’m going to get what I’m paying for, and also know how it is performing, relative to other platforms,” she said.
“Considering the digital properties Facebook own, and have an opportunity to monetise down the track, it makes sense for them to have a solid independent metric platform that can provide confidence across their product offering,” she said.
At the Future Forum, hosted by The Newspaper Works earlier this month, WPP chief executive Sir Martin Sorrell criticised Facebook for its low audience measurement standards.
Facebook is not the first publisher to rely on a third party company, according to Ms Milward. Brightroll, Vena, and Microsoft have also done so.
“In order for these networks to sustain a large chunk of advertiser revenue, especially given the fragmentation of social, it is fundamental that they are seen to provide reliable data,” she said.
Earlier this year, Twitter also partnered with Moat. Other companies, such as YouTube, Pinterest, and Snapchat have been asked by advertisers to provide third-party measurements.