February 10, 2017, 10:51 AM

Facebook agrees to have its ad metrics audited

The Media Rating Council will audit Facebook, which says it will release more detailed information about its advertising practices.

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(Bloomberg)—Facebook Inc. agreed to submit to audits by the media industry’s measurement watchdog, the Media Rating Council, a move that could appease some advertising executives who had become skeptical of the social network’s metrics.

Facebook had come under fire recently after a series of missteps in which it disclosed several mistakes in reporting metrics to partners and advertisers. The company conducted its own review of practices and vowed to be more transparent about errors in the future.

According to plans for the next year laid out in a statement Friday, Facebook said it aims to release more detailed information, such as metrics on how long users viewed an ad and how much of it was visible on the screen.

“We want to provide transparency, choice and accountability,” Facebook said. “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.”

Representatives from Facebook, including Carolyn Everson, vice president of global marketing solutions, gave a presentation Thursday in Washington to the board of the Association of National Advertisers, a trade group for marketers, according to a person familiar with the matter. The meeting attendees were particularly interested in the promise for more transparency and an audit process, the person said.

The Wall Street Journal earlier reported on the meeting and the plans for an audit.

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