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Facebook (FB) Announces 100% In-View Impression Buying and Ad Analytics Partnership with Moat

September 17, 2015 9:17 AM EDT

Facebook (NASDAQ: FB) posted the following to its Advertising blog on Thursday:

Across every advertising channel, advertisers want to know that their ads are seen and the metrics they receive are accurate. Today we’re announcing two updates related to ad viewability and reporting on Facebook. The first is a new ad buying option that lets advertisers purchase 100% in-view impressions. We’re also introducing a new partnership with ad analytics company, Moat, which will independently measure Facebook video ads. The new features we’re announcing today offer advertisers greater control over how they run and measure their ads on Facebook.
New buying option for 100% in-view impressions
Earlier this year, we shared why we believe in measuring ad delivery with viewed impressions, rather than served impressions. While it remains our belief that value is created for an advertiser as soon as an ad is in view, we also believe in offering advertisers control and flexibility over how they run their ads. So to give advertisers more choice and control, we’re introducing a new buying option that allows advertisers to purchase 100% in-view impressions on Facebook.
100% in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a person’s screen in News Feed.
This new buying option will be available for every type of ad delivered in News Feed, including text, photo, link and video ads.
Video ad metrics measured and verified by Moat
As more advertisers use video ads to build brand awareness and drive sales, they want to know that their video ad metrics are accurate. So we’re partnering with Moat, an independent third-party, to verify Facebook video ads. As part of the partnership, we’re integrating Moat technology to verify video ad views and view lengths, giving interested advertisers assurance that they know exactly how their video campaigns are performing.
This partnership is part of our continued dedication to measuring Facebook ad effectiveness with independent third-parties.
We are proud to partner with Facebook. Facebook has always taken a lead in providing third party measurement solutions. By partnering with Moat, Facebook is giving advertisers the choice and certainty they want and need to make key decisions about their investment on Facebook.” - Jonah Goodhart, Co-Founder and CEO of Moat
To start, our partnership with Moat will focus on verifying video ad metrics. We plan to scale Moat verification to include all other types of News Feed ads, including 100% in-view impressions, and the Instagram platform.
What our partners say about these updates
Our position on this has been clear for some time: We need to get standards that help define viewability across different platforms and publishers, and those standards need to be third-party verified. It is very encouraging to see Facebook joining the ranks of digital media partners who are setting themselves apart – and this commitment continues the momentum. Our hope is that these steps will lead ultimately to 100% viewability through third party verification across the industry.” - Keith Weed, Chief Marketing and Communications Officer, Unilever
What we want is quite simple: Ads that are actually seen by real people. We want viewability standards across clients and publishers that honor that position, and we want publishers to be held accountable by independent third-parties. We’re very encouraged that Facebook is partnering with Moat as a third-party verified solution. We remain committed to view duration as well as verification of appearance of the ad in the viewable window and hope that all sellers will recognize and align on an appropriate measurement standard. Facebook’s scale moves the industry one step closer to the standards we’ve been seeking.” - Rob Norman, Chief Digital Officer, GroupM Worldwide
Availability
Moat measurement and the 100% in-view buying option will soon be available. Look for updates about availability here, or talk to your account rep.


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