Audience Measurement

comScore to Provide More Metrics for Facebook Ads

Demos, reach, frequency, GRPs reported for display and video 4/18/2017 9:35 AM Eastern

ComScore said it will introduce demographic metrics for Facebook ads as part of its validated Campaign Essentials measurement product.

Facebook has come under fire as it corrected figures it provided to advertisers that advertisers used to compare ads on the social site with traditional media. The discrepancies have led to calls for third-party reporting of audiences for ads on Facebook and Google, which dominate the digital ad business.

Beginning next month, comScore’s vCE will include measurement of both display and video ads that run on desktop and mobile platforms on Facebook, Instagram and the Facebook Audience Network. New metrics will include demographics, reach, frequency and GRPs in addition to the viewabilty measurement comScore initiated last year.

Read more at broadcastingcable.com.

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