Facebook Bends to Advertiser Viewability Demands

Facebook will begin allowing advertisers to use a third-party firm to measure how much of their ads are seen on its platform, according to people familiar with the matter.The social media giant will work with independent measurement firm Moat to determine if a video ad has been viewed, the people said.

Ad viewability is currently one of the hottest issues facing marketers and publishers. Marketers are worried about paying for ads that appear on parts of Web pages that people never see.Some companies including Google have suggested that only half the online video ads across the Web are actually viewable.Currently, Facebook and Google are using their own software to measure viewability rates, which has left many advertisers upset because they are more comfortable with having independent companies provide the proof that ads were seen.

Read more: Facebook Bends to Advertiser Viewability Demands – CMO Today – WSJ