Facebook MMM Portal Launched; Adds DoubleVerify as Partner to Attract Programmatic Ad Buying Platforms

Online advertisement publishers can now compare how their ad campaigns fare across channels with respect to Facebook. Facebook has announced a series of updates on ad performance analytics available as part of its measurement partnership program. It also rolled out a marketing mix modeling (MMM) portal, enabling advertisers to gain direct insights from Facebook, Instagram and the Audience Network platform. The social media and tech innovation firm also scaled its partnerships with Nielsen and comScore, apart from acquiring a new partner DoubleVerify (DV) to bolster Facebook MMM portal for ad marketers.

Facebook, in April 2016, had invited three new third-party ad verification partners to leverage their insights on supply-side platforms (SSP). Integral Ad Science, Nielsen and comScore were invited to provide ad viewership and attention metrics for display and video ads posted on Facebook. Partnership with DV will enable Facebook to identify “Fake News” advertisers and prevent malvertising via Facebook MMM.

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At the end of last year, Facebook offered a plethora of metrics malwares and bugs that misrepresent data, leading to inaccurate reporting. By relying on third-parties like comScore and Nielsen, Facebook MMM intends to deliver trustworthy ad metrics on data, enabling brand partners to accurately measure ad impressions, audience reach, in-target campaign performance and other important metrics.

At the end of last year, Facebook offered a plethora of metrics malwares and bugs that misrepresent data, leading to inaccurate reporting. By relying on third-parties like comScore and Nielsen, Facebook intends to deliver trustworthy ad metrics on data, enabling brand partners to accurately measure ad impressions, audience reach, in-target campaign performance and other important metrics.

At the end of last year, Facebook offered a plethora of metrics malwares and bugs that misrepresent data, leading to inaccurate reporting. By relying on third-parties like comScore and Nielsen, Facebook intends to deliver trustworthy ad metrics on data, enabling brand partners to accurately measure ad impressions, audience reach, in-target campaign performance and other important metrics.

Advertisers can now use Nielsen’s Digital Ad Ratings product in cross-channel environments across 25 global marketplaces. comScore, collaborating with Facebook on viewership data verification of video impressions, is offering Campaign Essentials product to measure in-target audience reach across the US.

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The latest string of updates will allow advertisers and brand marketers to place more in-target advertisements across Facebook, expanding audience reach by integrating mobile marketing, social intelligence, performance-based marketing and video marketing strategies.

Partnership with DV is a key development in Facebook’s fight against Fake News phenomena.  The DV technology eliminates ads from sites that promote malvertising and inflammatory subjects. The DV Digital Impression Quality suite is a powerful ad service available on all programmatic buying platforms, enabling advertisers to supersede contentious sites before bidding process. Once integrations with DV are complete, Facebook will provide advertisers a rock-solid pack of 24 global third-party measurement partners.

By launching a battery of new updates on ad authenticity and measurement accuracy, Facebook aims to provide advertisers a friendlier independent, third-party verification platform, instilling confidence in brands to purchase Facebook inventory over others.