Facebook addresses advertisers’ concerns

Facebook’s new offering: promoters can decide to pay just for impressions created when their whole commercial is noticeable on the screen. In time, the partnership will scale to include all other types of News Feed ads, including 100 per cent in-view impressions, and the Instagram platform.

Facebook also announced a new relationship with ad analytics firm Moat, which will independently measure Facebook video ads.

The new ad format is available for every type of ad that Facebook delivers in the news feed, including video ads. Most importantly, Facebook Inc (NASDAQ:FB) has reversed its stand on the question of using an independent verification for ad Viewability.

In July, Facebook reported better-than-expected second-quarter revenue but profit fell 9 percent as the social media company sharply increased spending to boost mobile revenue and future growth.

Facebook has finally listened to the advertisers and introduced two new important updates to ad viewability and reporting on the platform. As part of the partnership, Moat technology will be integrated to verify video ad views and view lengths, giving interested advertisers assurance that they know exactly how their video campaigns are performing.

Both the 100% in-view impression option and Moat video ad verification will soon, Facebook says. In any case, with the new alternative Facebook is now offering promoters the capacity to purchase just advertisements that are totally obvious on screen. It should be good business for Moat, which also partners with Twitter to measure its video views.

Some companies including Google have suggested that only half the online video ads across the Web are actually viewable.

“What we want is quite simple: Ads that are actually seen by real people”, Rob Norman, chief digital officer at media and advertising company GroupM Worldwide, said in a statement.

It puts a stake in the ground when it comes to the viewability debate. “We want viewability standards across clients and publishers that honour that position, and we want publishers to be held accountable by independent third parties”. Facebook has always taken a lead in providing third party measurement solutions.