{"id":2378,"date":"2017-09-28T09:31:55","date_gmt":"2017-09-28T13:31:55","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?page_id=2378"},"modified":"2017-11-04T11:06:10","modified_gmt":"2017-11-04T15:06:10","slug":"canadian-marketers-demand-digital-third-party-verification","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/en\/about\/for-media\/canadian-marketers-demand-digital-third-party-verification\/","title":{"rendered":"Canadian Marketers Demand Digital Third-Party Verification"},"content":{"rendered":"<p><strong>Toronto, November 18, 2016:<\/strong> Facebook admitted on Wednesday it had miscalculated several metrics, including the organic reach of posts, video completions and consumer time spent on its \u201cInstant Articles.\u201d<\/p>\n<p>This latest news comes about two months after Facebook revealed it had inflated its video views.<\/p>\n<p>The platform says it is making several updates, including:<\/p>\n<ul>\n<li>Exploring additional third-party reviews to validate the reporting it does<\/li>\n<li>Forming a measurement council<\/li>\n<li>Communicating more regularly about updates it makes to its metrics<\/li>\n<\/ul>\n<p><strong>ACA\u2019s Response<\/strong><\/p>\n<p>\u201cWhile we acknowledge Facebook\u2019s promises, the changes do not go far enough in providing marketers a look inside the platform\u2019s \u2018walled garden,\u2019\u201d said Ron Lund, ACA\u2019s President and CEO.<\/p>\n<p>\u201cThis speaks to a larger issue, not just with Facebook but with all digital media,\u201d Lund added. \u201cWe believe it is time for Facebook \u2013 and other similar large media players \u2013 to have the metrics they provide audited and accredited by a third party.\u201d<\/p>\n<p>Further, ACA is calling on Facebook to enable the Media Ratings Council (MRC) to examine and comment on how third-party verification companies receive and operate on the data provided by Facebook. This will ensure that third parties\u2019 operations and reporting are consistent across all media providers.<\/p>\n<p>In the interim, ACA advises marketers seek a higher-level of transparency and accountability by using MRC-audited and accredited third-party verification services integrated with Facebook.<\/p>\n<p>ACA will continue to work on behalf of its members with strategic partners to ensure you do business in a transparent and accountable digital media marketplace.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toronto, November 18, 2016: Facebook admitted on Wednesday it had miscalculated several metrics, including the organic reach of posts, video completions and consumer time spent on its \u201cInstant Articles.\u201d This latest news comes about two months after Facebook revealed it had inflated its video views. The platform says it is making several updates, including: Exploring [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<script type=\"application\/ld+json\" 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