Facebook Is Expanding Its Ads Measurement Capabilities

Brad Smallwood

Brad Smallwood

January 31, 2017 - Christopher Heine, technology editor of Adweek, writes: After ad measurement controversies marred the fourth quarter, Facebook Inc. today is revealing that it’s expanded its relationship with data companies comScore, Nielsen and Integral Ad Science while entering a new one with DoubleVerify. Some industry players will likely interpret the moves as ways to quell concern over ad-measurement accuracy when it comes to Facebook and Instagram. From September nearly through the end of 2016, the company was hit with revelations that some of its ad stats were considerably off.

“I wouldn’t say [today’s moves are] a reaction to the metrics, I think we accelerated efforts we already had going,” said Brad Smallwood [pictured], vp of measurement and insights at Facebook. “We listened to advertiser feedback and found out that this is really important.”

Among its many new details, a few of his team’s emerging features have a particularly old-school marketing feel to them that traditional media planners may gravitate toward. More...