Facebook bolsters measurement partnerships

Facebook has expanded its partnerships with Nielsen and comScore, as it looks to make advertising performance measurement more accurate for marketers.

The social platform is now working more closely with Nielsen, bringing its Digital Ad Ratings product, which lets marketers measure the reach and performance of ads on desktop and mobile, to eight further markets, taking the global total to 25.

In the US, it is building on the partnership it formed with comScore early last year, which enabled markers to independently verify viability of video impressions. Now, Facebook is carrying out tests to monitor in target reach using comScore's validated Campaign Essentials product.

In a blogpost, Facebook said it has also "made significant progress in extending our viewability measurement to more placements across Facebook’s apps and services".

It announced display viability with three companies - comScore, Moat and Integral Ad Science - in November 2016, a process which is now complete. CEO at Integral Ad Science Scott Knoll noted that "brands and agencies continue to ask for greater transparency, and this is a huge step in the right direction".