Facebook to provide ad data for independent audit

The social network admitted to overstating key ad metric


Reuters February 12, 2017 Less than a minute read
The social network admitted to overstating key ad metric. PHOTO: REUTERS

Facebook  said it would provide information about ads displayed on its platform for an audit, months after the social network admitted to overstating key ad metrics.

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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