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Facebook now lets advertisers pay only for 100% in-view impressions

Facebook has finally listened to the advertisers and introduced two new important updates to ad viewability and reporting on the platform. One of them is a new ad buying option that lets advertisers purchase 100 per cent in-view impressions. The social media platform also introduced a new partnership with ad analytics company, Moat, which will independently measure Facebook video ads.

The company said in a blog post, “Across every advertising channel, advertisers want to know that their ads are seen and the metrics they receive are accurate. The new features we’re announcing offer advertisers greater control over how they run and measure their ads on Facebook.”

The 100 per cent in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a user’s screen in News Feed.

This new buying option will be available for every type of ad delivered in News Feed, including text, photo, link and video ads.

The partnership with Moat, an independent third party, will help brands verify Facebook ads and get accurate video ad metrics.

As part of the partnership, Facebook is integrating Moat technology to verify video ad views and view lengths, giving interested advertisers assurance that they know exactly how their video campaigns are performing.

“We are proud to partner with Facebook. Facebook has always taken a lead in providing third party measurement solutions. By partnering with Moat, Facebook is giving advertisers the choice and certainty they want and need to make key decisions about their investment on Facebook,” said Jonah Goodhart, Co-Founder and CEO of Moat on the partnership.

To start, Facebook’s partnership with Moat will focus on verifying video ad metrics. The company plans to scale Moat verification to include all other types of News Feed ads, including 100 per cent in-view impressions, and the Instagram platform.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.