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Facebook confirms new in-view ad partnerships

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Facebook has a new 100 per cent in-view impression buying and ad analytics partnership.

The deal will allow advertisers to know when their ads are seen and how they can accurately analyse metrics. Two updates have been announced, which are a new ad buying option that allows advertisers to purchase 100 per cent in-view impressions and a partnership with analytics company Moat to measure video ads.

The 100 per cent in-view impression buying allows advertisers to purchase ad impressions where the entire ad has passed through a person’s screen in the news feed. This new buying option will be available for all types of ads delivered, ranging from text and photo to links and video ads.

On the other hand, Facebook’s partnership with Moat will integrate technology to verify video ad views and view lengths, providing more detail on how their video campaigns are performing. 

Jonah Goodhart, co-founder and chief executive officer of Moat, said: “We are proud to partner with Facebook. Facebook has always taken a lead in providing third party measurement solutions. 

“By partnering with Moat, Facebook is giving advertisers the choice and certainty they want and need to make key decisions about their investment on Facebook.”

Initially, the partnership will focus on verifying video metrics, but this will later be introduced to all other types of ads, including Instagram. 

Keith Weed, Chief Marketing and Communications Officer at Unilever, a partner of Facebook, also commented on the plans, noting that he hopes the plans will achieve 100 per cent viewability through all third party verification platforms.


Posted by Jon Aspinell on 30th September 2015

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