The company will measure the viewability of ads on Facebook’s various services.

Facebook also works with ComScore, Integral Ad Science and Moat on ad verification, but Meetrics is the first company that it has worked with in Europe to provide such services. 

Marianne Bullwinkel, Facebook’s country director for Germany, Austria and Switzerland, said: "Many brand advertisers are looking for additional transparency on the viewability of the different ad formats on Facebook to measure their campaign performance. That’s why we're very much looking forward to working with Meetrics to further expand our transparency initiative."

Bullwinkel added that some standard ad measurement practices needed to move with the times. “Rethinking common market standards, especially regarding mobile media consumption, will become even more important going forward,” she said.

Meetrics co-founder and CEO Philipp von Hilgers said: "This partnership provides advertisers with valuable insight and confidence which they can factor into their media planning."