It’s a bit of good news for Facebook amid a series of negative publicity about how it has handled personal data and evidence of Russia’s use of the platform to influence elections in the U.S., including a hearing in the U.K. earlier today.
The next step on the audience verification front for Facebook is for the MRC to audit and accredit the process of Facebook and Instagram passing their data to third-party measurement firms Moat, Integral Ad Science and DoubleVerify. Only approval of those audits will fully deliver one of the key things marketers have demanded from Facebook and other digital players MRC-accredited third-party validation of their audience measurements.
It’s nearly a year since the original deadline set by Procter & Gamble Co. Chief Brand Officer Marc Pritchard in early 2017 for digital players to get such validation. But he’s given them a pass for effort, as P&G continues to advertise on Facebook and has resumed advertising on YouTube, saying the industry is “90 percent of the way there.”
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