Facebook and its junior stablemate Instagram are to both submit their video viewability stats for verification by Meetrics, the first non-US firm to be granted the ability to do so.
Under the agreement the European ad verification specialists will advise advertisers on how viewable their video ads are; including what percentage of the ad is in view and for how long on both mobile and desktop.
Moreover advertisers will gain the ability to determine how specific videos perform from a minimum of 50% and two second recommended minimum all the way up to 100% and 10 seconds at the other end of the scale.
Meetrics’ CEO and co-founder Philip von Hilgers: “This is really welcome news for advertisers as it will help them make better media planning decisions on Facebook and Instagram, particularly as they can compare how their campaigns performed depending on different minimum viewability thresholds.”
In December Facebook named Meetrics as first international ad viewability partner.