Published On: Tue, Jan 31st, 2017

Facebook launches a selling brew displaying portal for comparing Facebook ads to TV, imitation & more

Facebook currently announced a washing list of updates regarding its dimensions partnership program, including stretched partnerships with Nielsen and comScore, and a further of a new partner, DoubleVerify. The association also charity sum on a standing of stream integrations, and a launch of a new online portal to assistance marketers see how their Facebook ads perform, in comparison with other platforms, like TV or print.

The company, in a past, has been taken to charge for not charity transparent metrics, and, during a finish of final year, Facebook announced a array of metrics bugs and errors that led to false stating of vicious data. By operative with third-parties like Nielsen and comScore, that turn Facebook partners final spring, a idea has been to safeguard that advertisers are means to trust their ad smoothness data.

Those partners have been integrating with Facebook in sequence to magnitude things like a impression, reach, opening and other metrics advertisers caring about.

Today, Facebook says that Nielsen’s Digital Ad Ratings product can now be used to magnitude strech and in-target opening on desktop and mobile in 8 some-more markets, that means it now supports 25 markets worldwide.

Meanwhile, comScore, that has already been operative with Facebook on viewability corroboration of video impression, is now commencement to exam in-target strech for U.S. audiences on desktop and mobile around its validated Campaign Essentials product, a association says. Facebook explains that this metric is some-more critical to advertisers, given it’s what media skeleton are built around, and is used to weigh a campaign’s success.

Several partners, including comScore, Ad Science and Moat, can also now yield metrics on when arrangement ads enter and seem on a Facebook screen, interjection to finalized integrations that were initial announced this November. (There’s still some discuss about this metric, however, as it’s not a same as a attention customary – 50% of pixels in perspective for one second for display, or 2 continual seconds for video, AdExchanger points out).

And Facebook says it has extended a viewability dimensions to some-more placements opposite Facebook. Initially, this was accessible usually for video on Facebook, though has given been stretched to embody Instagram video, and now, comScore and Integral Ad Science can magnitude video as well.

DoubleVerify is entrance on board, too, to support both video and display. When a integrations are finalized, Facebook will have a sum of 24 tellurian third-party dimensions partners accessible to advertisers.


Perhaps many notably, Facebook also launched a Marketing Mix Modeling (MMM) portal online, where dimensions partners can accumulate information directly from Facebook, Instagram and a Audience Network for their clients. Here, they’ll be means to review that ads – including TV, digital and imitation – are best assisting them strech their preferred outcomes. Over 150 brands are already regulating this information to make their selling decisions, Facebook said.


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