In October 2018, a Wall Street Journal report revealed that Facebook had been overstating the number of people who watched its video ads for years. The report found that Facebook had been counting any video that was played for at least three seconds as a view, even if the viewer didn’t actually watch the entire ad. This led to advertisers being overcharged for their ad campaigns.
In response to the report, Facebook CEO Mark Zuckerberg apologized and said that the company would be making changes to its ad measurement system. One of the changes that Facebook announced was that it would start tracking ads by the millisecond. This means that advertisers will now be able to see exactly how long their ads were viewed, down to the millisecond.
Facebook’s decision to track ads by the millisecond is a significant step in the company’s efforts to regain the trust of advertisers. By providing more transparency into its ad measurement system, Facebook is hoping to show advertisers that it is committed to providing accurate and reliable data.
In addition to tracking ads by the millisecond, Facebook is also making other changes to its ad measurement system. For example, the company is introducing a new metric called “viewability,” which measures the percentage of an ad that is actually seen by a viewer. Facebook is also making it easier for advertisers to target their ads to specific audiences.
These changes are a sign that Facebook is taking the issue of ad measurement seriously. By providing more transparency and making it easier for advertisers to target their ads, Facebook is hoping to regain the trust of advertisers and keep them on its platform.
Here are some additional details about Facebook’s new ad measurement system:
Advertisers will now be able to see exactly how long their ads were viewed, down to the millisecond.
Facebook is introducing a new metric called “viewability,” which measures the percentage of an ad that is actually seen by a viewer.
Facebook is making it easier for advertisers to target their ads to specific audiences.
These changes are a significant step forward for Facebook and could help the company regain the trust of advertisers. However, it remains to be seen whether these changes will be enough to convince advertisers to continue investing in Facebook’s advertising platform.
