Facebook came under fire in 2016 for inaccurate tools
Facebook has announced that it is to provide marketers with more precise data regarding the ways in which it defines if an ad has been viewed. The company came under fire in 2016 when it was found that there were consistent inaccuracies in the tools it used to measure ad views. Facebook has now said that it will increase the amount of options available to marketers who advertise on its site, such as enabling them to only pay for impressions if the sound is turned on for a video or watched from start to finish. Marc S. Pritchard, from the ad agency Procter & Gamble, who criticised Facebook for its lack of transparency, has now said that the news was “a positive step forward, particularly coming from one of the largest media players in the industry”.
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