Facebook has selected its first viewability measurement partner to come from outside the US.
European ad verification firm Meetrics will now be able to provide advertisers across the world with viewability metrics for Facebook display ad campaigns across desktop and mobile. The companies are also working on providing video viewability measures in the near future.
Advertisers will be able to see what percentage of ads on Facebook hit various viewability thresholds, from the 50% minimum recommended by various trade bodies all the way up to 100%.
“Everyone wants the quality and measurement of online advertising to improve and this represents the latest step in achieving that goal and helping advertisers to make more informed media decisions,” said Philipp von Hilgers, Meetrics’co-founder and CEO. “However, we’re not stopping here. This first solution provides the foundation to verify more inventory across Facebook, particularly video.”
Martin Ott, managing central Europe at Facebook comments: “Our commitment to third-party measurement and verification is clear, we first started working with third-party measurement partners in 2008. Today, we are very happy to add Meetrics to this set, the first viewability measurement partner to come from outside the US. We are looking forward to working with clients to deliver the most accurate metrics possible.”