Published On: Thu, Nov 17th, 2016

Facebook Promises Update to Ad Measuring — Cracks Down on Fake News Feeds

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Facebook is promising advertisers that it is updating its ad Metrics and Reporting. At the same time the world’s biggest social media platform is responding to complaints about fake news stories.

We have all heard the complaints in the week since Donald Trump won the election. Fake news stories which said things like the Pope had endorsed Trump could be found everywhere. Facebook has faced the greatest criticism for the proliferation of such false news stories.

Wired has even published a story explaining how Facebook “won” the election for Trump.

On Monday Facebook announced that it would prevent fake news web sites from being a part of its Facebook Audience Network, which lets such websites to generate much needed revenue from different sources including Facebook ads. The company released a statement saying, “We do not integrate or display ads in apps or sites containing content that is illegal, misleading or deceptive, which includes fake news.”

The move comes after Mark Zuckerberg was attacked for not taking the criticisms of Facebook seriously.

But Facebook will not interfere with its users who may choose to post links to such web sites.

As for its advertising system, Facebook was recently sued for fraud by a number of its customers. Advertisers have accused it of providing them with misleading data on the number of views that their ads receive, thereby driving up prices.

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So what changes are being introduced? First, Facebook is offering increased third party verification. It already works with comScore, Moat, Nielsen and Integral Ad Science (IAS) and promises to add more outside data firms. It is also offering customers a way to verify display impression data through third-party viewability verification partners.

Facebook is also promising to have more regular and clearer communications with advertisers.

The company stated in a blog post, “We know that having access to reliable metrics is important to the millions of partners who use our services to grow their businesses. As our products evolve to meet the needs of the people and businesses that use them, our metrics will also evolve.

“Our goal going forward is to communicate more regularly about our metrics, so that our partners can focus on doing what they do best — serving their customers — with the best insights possible.”

There are a lot more specifics as to how Facebook will update its ad systems and provide more accurate data to advertisers. But it is all way too technical to get into here and we really don’t understand it to be honest. Its the stuff that marketing people would understand.

If you want to know the details then read Facebook’s blog post about it.

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