3 ms·

I have to think that FB, and much of the rest of the internet advertising industry, would not like the precedent of having to back up your claims as to how many

I have to think that FB, and much of the rest of the internet advertising industry, would not like the precedent of having to back up your claims as to how many real people are seeing the ads you're charging for.

oogali 4y ago
This precedent does exist in the form of something called MRC accreditation[1], named after the Media Ratings Council[2]. There are media buyers (and the respective advertisers that they represent) that will refuse to be billed for media delivered via non-accredited platforms[3]. Facebook did feel some pressure after reports of inflated counting of video ads, then in response agreed to a third party audit (to become MRC accredited)[4]. It seems like they might be in jeopardy again[5]? Pinterest is currently in the fire for this as well[6]. 1: http://www.mediaratingcouncil.org/Accredited%20Services.htm http://www.mediaratingcouncil.org/Accredited%20Services.htm 2: http://www.mediaratingcouncil.org/ http://www.mediaratingcouncil.org/ 3: https://www.iab.com/news/pg-accept-mrc-validated-viewability-standard/ https://www.iab.com/news/pg-accept-mrc-validated-viewability... 4: https://www.adexchanger.com/ad-exchange-news/tuesday-05052020/ https://www.adexchanger.com/ad-exchange-news/tuesday-0505202... 5: https://www.adexchanger.com/platforms/facebook-slowly-embraces-mrc-agrees-independent-audit/ https://www.adexchanger.com/platforms/facebook-slowly-embrac... 6: https://digiday.com/marketing/media-rating-council-denies-accreditation-for-pinterests-video-ad-measurements/ https://digiday.com/marketing/media-rating-council-denies-ac...