The social network admitted to overstating key ad metric. PHOTO: REUTERS
Artificially inflated: Facebook apologises for overstating key ad metric
The audit by media regulator Media Rating Council (MRC) will likely provide more clarity to advertisers
Facebook said in September that a metric for average user time on videos was artificially inflated as it only counted videos viewed for over three seconds.
Facebook use impairs perception of time: Study
The company will provide data including exact time in milliseconds that an ad was displayed on Facebook and its photo-sharing app Instagram to the regulator.
Facebook also said that there would be additional options for buying video ads later this year.
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