At the conference, which was held on Thursday, the company “Facebook” discussed the next steps regarding advertising metrics.
In February, Facebook agreed to the audit of advertising metrics, which will be the organization Media Rating Council (MRC). But as the exact time frame of the audit is not yet defined, the company has identified 3 main areas that will follow.
First and foremost, MRC will conduct an audit of the services display advertising. According to brad Smallwood, Vice President of Facebook, according to internal statistics and surveys, the steps in this direction have already been made.
Thereafter, the MRC will analyze the data that Facebook uses to calculate indicator of viewability third – party companies, comScore, Moat and Integral Ad Science.
The last step is the analysis of new options buying of video ads on Facebook, in accordance with the interpretation of viewability from the MRC. Recall that viewability is a metric that allows you to track the actual display of the banner and the duration of his stay in sight. The standard was adopted 3 years ago the regulator of the media evaluation MRC. An advertiser pays if a user has viewed 50% of the display advertising for 1 (movie – 2).
This week, Integral Ad Science, Moat and comScore have already begun to launch their services statistics, which will allow advertisers to track the visibility of 50% of display advertising.
“In the course of a marketing campaign on Facebook advertisers using metrics alone to find out how much, how long and what is displayed on the screen. However, you should pay attention to other metrics.”
So speaking of attribution on the “last click”, where the entire conversion value is the last ad channel, which the user has interacted before making a purchase, the Smallwood noted that today such a tactic may be unsuccessful because of the factors influencing the decision to buy the product, a lot. Today it is difficult to track with precision the device, which was achieved selling: buyer to see the ad on one device, for example, on a PC, and go and make a purchase using a mobile phone or a particular application. Cookies today also do not reflect the full picture.
The Smallwood mentioned and auction advertising, saying that in contrast to the traditional scheme of the auction, the so-called winner is not from the highest bid, with the highest value in General. If you understand what is value, you will be able to significantly reduce their costs.
