Facebook updates on impression-level data after being blamed for miscalculation

Facebook announced a number of updates to increase transparency for advertisers and increased choice in buying options for video ads on Facebook, Instagram and across audience networks.

The announcement comes after the social media giant admitted misreporting ad metrics last year in November and December respectively.

The new updates aim to "provide transparency, choice and accountability", Facebook said in a statement. The social media giant said it will provide more detailed information about ad impressions on Facebook and Instagram to its verification partners, including in-view and duration data for display ads. Examples it listed are:

  1. Milliseconds that an ad was on the screen
  2. Milliseconds that 50% of the ad was on the screen
  3. Milliseconds that 100% of the ad was on the screen

It has also started committing to an audit by the Media Rating Council (MRC) to verify the accuracy of the information Facebook delivers to the media and marketers.

The social media network also promises third-party verification and three new options for video buying across Facebook, Instagram and Audience Network:

  1. Completed-view buying: advertisers will only pay for video ads that have been viewed in their entirety, for any duration up to 10 seconds
  2. Two-second buying: compliant with the MRC video standard, where at least 50% of an ad’s pixels are in-view for two continuous seconds or longer
  3. Sound-on buying: advertisers will have the ability to buy sound-on video ads