Facebook grows measurement partnerships

Facebook has expanded its partnership with Nielsen’s digital ad ratings to eight additional markets, taking the coverage of the tool – which measures reach and ‘in-target performance’ – to a total of 25 markets. 

The social media giant has also expanded its deal with comScore in the US – as well as verifying Facebook’s video impressions, comScore will now track in-target performance for Facebook properties. 

In addition, Facebook has extended its viewability measurement to video on Audience Network with comScore and Integral Ad Science, and has completed the integration of display viewability on Facebook with comScore Integral Ad Science and Moat. The company has also announced a new measurement partner in DoubleVerify, which will cover both video and display. 

Lastly, Facebook has launched a new portal to allow advertisers to compare Facebook ads with TV and print media ads. 

'People are engaging with ads in more places than ever before, which leaves advertisers with two pressing measurement needs: cross-channel comparability and third-party verification,’ the announcement said. ‘Today, we’re expanding our current measurement partnerships to further address those needs and increase transparency.'

These changes follow a period of pressure on Facebook to improve its measurement practices, after the company admitted to a number of errors.