Facebook to provide ad data for independent audit

The social network admitted to overstating key ad metric


Reuters February 12, 2017
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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