Facebook Agrees to Audit of its Metrics Following Data Controversy

Carolyn Everson

Carolyn Everson

Feb. 10, 2017 - Mike Shields of WSJ writes: Facebook has pledged to undergo audits by the media industry’s measurement watchdog, the Media Rating Council, people familiar with the matter say, a move that will likely please ad-industry executives who are skeptical of the tech giant’s data-reporting practices.

Ad executives have been clamoring for more independent verification of Facebook’s metrics, especially after a series of disclosures by the company in recent months about mistakes in its data.

Representatives from Facebook, including Carolyn Everson [pictured], the company’s vice president of global marketing solutions, delivered a presentation Thursday in Washington, D.C. to the board of the Association of National Advertisers, a trade group for marketers, the people familiar with the matter say.

Ms. Everson informed the group that Facebook plans to provide more granular data to third-party measurement partners such as Integral Ad Science and Moat. That will include metrics such as how many ads in a given campaign are viewable, how long these ads appear on various screens and whether sound was on for video ads. More...