Meetrics to Verify Facebook Video Ad Viewability

Facebook has partnered with European ad visibility analyst Meetrics, to offer advertisers new options to verify the viewability and view duration of their video ad campaigns across Facebook services.

In February, the Media Rating Council (MRC) agreed to carry out an independent audit of Facebook's advertising metrics, following the social media network's recent measurement problems - the latter included claims that that firm had 'drastically overstated' the time users spend watching its video ads.

Meetrics helps clients assess the actual visibility rates and individual view times of online ads, and through the partnership Facebook will offer independent third-party verification for the delivery and display of video ads on its services. The social network has also recently expanded its global partnerships with independent verification providers comScore, Integral Ad Science and Moat.

Marianne Bullwinkel (pictured), Facebook's Country Director for Germany, Austria and Switzerland, comments: 'More than 4.5 million advertisers worldwide rely on Facebook to drive real business results. Many brand advertisers are looking for additional transparency on the viewability of the different ad formats on Facebook to measure their campaign performance. That's why we're very much looking forward to working with Meetrics to further expand our transparency initiative'.

Web sites: www.facebook.com and www.meetrics.com .