ANA CEO Bob Liodice on the Facebook Video Viewing Controversy | Association of National Advertisers

By Bob Liodice, President and CEO, ANA

Sept. 29, 2016 — The recent disclosures by Facebook that they overestimated video viewing for two years is troubling. While ANA recognizes that “mistakes do happen,” we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require.

Specifically, Facebook metrics are not accredited by the Media Rating Council (MRC); accordingly an audit of Facebook metrics has not been completed. With more than $6 billion of marketers’ media being directed to Facebook, we believe that it is time for them – and other such major media players – to be audited and accredited. That is the standard of accepted practice that marketers and agencies have relied on for decades.

In late 2015, ANA conducted a study of its members titled “The Critical Need for Accredited Third Party Measurement for Viewability of Digital Advertising”.

 

Read more at: http://www.ana.net/blogs/show/id/41529