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Facebook focuses on outcomes

News, 02 February 2017
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MENLO PARK, CA: Facebook has announced steps to improve cross-channel comparability and third-party verification of data as it seeks to restore confidence in the platform following a series of measurement-related problems towards the end of last year.

In a blog post the social media giant noted that advertisers have been moving from tracking intermediate metrics to measuring business outcomes such as brand affinity and sales lift and said that it wanted to help with that process.

Accordingly, it is expanding its partnerships with the likes of Nielsen, comScore, Integral As Science, Moat and DoubleVerify to both extend and improve viewability measurements for display and video advertising across its apps and services and to include in-target reach.

"Through our third-party measurement partners, advertisers are now able to verify or measure outcomes for every impression they buy on Facebook," it stated.

The move comes several months after Facebook admitted it had overestimated average viewing time for video ads on its platform for two years, and weeks after a survey suggested that two thirds of US marketers were questioning their investment with the company.

As well as reassuring media buyers on the accuracy of the data, Facebook is also offering marketers the opportunity to directly compare the performance of their digital investments against traditional media through a marketing mix modelling (MMM) portal.

This allows measurement partners to gather information directly from Facebook, Instagram and Audience Network on behalf of their clients. Better quality data in MMM models, it argued, will support more accurate and actionable insights for those advertisers engaged in cross-channel measurement and planning.

"Advertisers will now be able to compare which ads — TV, digital and print — are driving their desired outcomes," it said, adding that more than 150 brands were already making marketing decisions based on this information.

Facebook is also reported to be developing a video app for television set-top boxes in order to compete for TV advertising revenue. 

Data sourced from Facebook, Wall Street Journal; additional content by Warc staff

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