Facebook announces new buying options and transparency measures

Facebook has announced updates to increase transparency for advertisers and increased choice in buying options for video ads on Facebook, Instagram and across Audience Network. 

As a partner to over 4 million advertisers across a wide range of organisations and objectives, Facebook seeks to provide transparency, choice and accountability. Transparency through verified data that shows which campaigns drive measurable results, choice in how advertisers run campaigns across our platforms, and accountability through an audit and third-party verification. 

Transparency for partners 

In the coming months, Facebook will be providing more impression level data to marketers. 

The Internet giant is committing to an audit with the Media Rating Council (MRC) to verify the accuracy of the information it delivers to its partners. 

Video Buying Options: Later this year, Facebook will provide advertisers with three new buying options for video ads across Facebook, Instagram, and Audience Network: completed view buying, two-second buying, and sound-on buying. 

Completed-view buying: Advertisers will only pay for video ads that have been viewed in their entirety, for any duration up to 10 seconds. 

New two-second buying option is compliant with the MRC video standard, where at least 50 per cent of an ad’s pixels are in-view for two continuous seconds or longer. 

Sound-on buying: It will give advertisers the ability to specify they want to pay for sound-on video views.