Social Analytics Company Applauds News as Great for Transparency and Potential Growth in Social Advertising
Unmetric, an enterprise solution for branded content analysis and discovery, announced its position and readiness following Facebook’s announcement of its global launch of View Ads, a major step in the network’s ongoing initiative to increase authenticity and transparency for ads run and paid for by brand Pages.
Last December, Facebook started testing its View Ads feature in Canada, enabling anyone to see the ads a Page is running — even if the ads are not in the user’s News Feed. This applies to all advertiser Pages on Facebook — not just Pages running political ads. Facebook has now launched View Ads for all Pages globally, something it announced it would do ahead of the 2018 US midterm elections and in conjunction with the release of a searchable archive of all election-related ads on Facebook and Instagram in the US.
“The end of Dark Posts and opening of View Ads for all brand Facebook Pages is great for the industry both in terms of increased transparency and a potential catalyst for growth in social advertising as true share of voice becomes available and brands are driven to advertise more to keep pace with their competitors,” said Lux Narayan, CEO of Unmetric. “Ever since Facebook announced it was testing View Ads for brands in Canada, we have been following the available data closely. With the expansion of View Ads to all Brand Pages, we are exploring this new data and look forward to helping our clients make even better content and campaign decisions.”
Unmetric has always worked to provide clients with competitive insights on paid brand content. Unmetric’s Paid Post detection already provides marketers with a breakdown of any brand’s paid vs. organic Facebook and Twitter content with 96 percent accuracy, and the power to observe and compare audience engagement from post to post.
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