Facebook aims for more transparency with video ad data

Wed Nov 16, 2016 10:22am EST
 
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By Tim Baysinger

(Reuters) - Two months after Facebook Inc (FB.O: Quote) admitted it had inflated the average time it told advertisers that users were watching their video ads, the company is promising better data to give ad buyers a clearer picture of how they are spending their money.

The world's biggest online social network on Wednesday launched a new blog on its website called Metrics FYI, where it will share updates and corrections for its data.

“We want to ensure our clients trust and believe in the metrics that we are providing,” Carolyn Everson, Facebook's vice president of global market solutions told Reuters.

Getting advertisers to buy more video ads is key to Facebook’s continued revenue growth, as they fetch higher rates from advertisers than text or photo-based ads.

Facebook, along with Alphabet Inc's (GOOGL.O: Quote) Google and other large digital companies, has been criticized for a lack of transparency in how it measures the performance of videos.

Particularly, the lack of a universally agreed method of calculating how much time people are watching online video has been a sore spot for advertisers.

Shares of Facebook were down 2.5 percent at $114.30 in premarket trading on the New York Stock Exchange.

In September, Facebook told advertisers that the average time users spent viewing online ads was artificially inflated, because it was only counting videos that were watched for at least three seconds, its benchmark for a “view.”   Continued...

 
Computer screens display the Facebook sign-in screen in this photo illustration taken in Golden, Colorado July 28, 2015. REUTERS/Rick Wilking