The social network, which came under scrutiny last year for repeated inaccuracies in its tools for measuring ads, also said Friday
that it would give marketers new options for buying video ads this year.
football team having a different standard of yards needed for a first down.”
The mistake, followed by several other disclosures of erroneous measurements, spurred an industrywide reassessment
of the metrics used by digital advertising platforms, which are drawing more marketing dollars every year.
He said that, as part of an effort to change the situation, Procter & Gamble would start accepting the Media Rating Council standard on ad viewability
and work with third-party measurement companies that are accredited by the group.
While technology has let advertisers “venture where no creative has been before at lightning speed,” it has too often led to bad advertising
accompanied by even worse viewing experiences, Mr. Pritchard said on Jan. 29 at a conference held by the Interactive Advertising Bureau.
Procter & Gamble, with brands including Gillette, Crest
and Charmin, is the biggest advertiser in the United States, spending $2.4 billion in marketing last year, according to Kantar Media.
The social network, in its post on Friday, said that it would provide marketers with
new data on display ads, including the milliseconds they appear on a screen.
