Facebook partners with Meetrics on viewability
Facebook has partnered with the German analytics company Meetrics, which will provide the social media giant with data on the viewability of adverts. This marks the first time the Facebook has commissioned a company outside of the US to provide the service since it began collecting such data in 2008. The deal will help Facebook advertisers to gauge how many display ads reach their intended audience. The company plans to build on the service in future by verifying other forms of content, including video.

Facebook has chosen Meetrics as its first viewability partner from outwith the US as it continues to work on improving advertiser confidence in its figures following revelations that it had claimed an adverts reached more people than official census data.

Facebook counts on Meetrics as first international viewability partner

The verification firm will furnish advertisers with viewability metrics for Facebook display ad campaigns across desktop and mobile with a view to introducing video viewability measures in the ‘near future’.