Last year, Facebook came under fire after it admitted that it had made a few measurement errors on a few features. For instance, last year the giant internet network revealed it had overstated how long users watch timeline videos by up to 80%, while in May of this year it was revealed that a measurement error connected with its video carousel ads was actually costing advertisers more money. Speaking at the IAB’s Digital Upfronts event today, Facebook’s head of UK comms planning Ian Edwards admitted that the social media platform still had a lot of work to do in order to fix these errors.
He said: “At the moment, the process around measurement is first focusing on who sees the ads and for how long. Then it’s about focusing on how that ad changes perceptions of a brand. And finally, we study the outcomes – so someone being exposed versus someone not being exposed to an ad and the impact on purchase behavior offline and online.
“But when it comes to measurement, we’re still not 100% there even though we are making incredible strides.
Edwards said that Facebook had used case studies in order to please and attract more advertisers with regards to viewability. “Viewability is about understanding the value exchange,” he added. “We can’t just put up case studies to appease our advertisers, it is easy for Facebook to do that. What we and they now want is better analysis.”
“We agree that measuring viewability has to be about human clicks and an ad needs to be viewable.” Pritchard said, “ P&G wants to trade on a two second viewability standard, where 50% of the pixels are in view,” he added, as he referenced a stat that claimed 99.3% of ads served on Facebook were human and measureable.