It's in Facebook's interest that its advertising partners be as happy as can be about where they put their marketing dollars, especially in the wake of controversies about how the tech giant has measured the amount of time users spend watching videos. That's why the company today unveiled a new information to, known as the marketing mix modeling (MMM) portal, which will let advertisers "gather information directly from Facebook, Instagram and Audience Network" and compare which of their ads, whether on TV, digital, or print, are delivering the best results. Facebook said more than 150 brands have already begun making advertising decisions based on such data.
As part of the same announcement–and clearly to address concerns raised by the measurement controversies–the company also noted it has taken several steps to improve the way it measures user engagement. The steps include, among others, expanded partnerships with Nielsen and comScore, as well as a new partnership with DoubleVerify that aims to improve "viewability verification." DT