Social media platform Facebook has selected European ad verification firm Meetrics as its first viewability measurement partner outside of the US in a move to improve its measurement metrics in online advertising.

The collaboration with Meetrics, which is certified by ABC/JICWEBS in the UK, aims to assist advertisers with viewability metrics for their display ad campaigns across desktop and mobile.

As a result, advertisers will be able to see what percentage of ads on Facebook target various viewability thresholds, from a minimum of 50% recommended by various trading bodies to 100%.

“Everyone wants the quality and measurement of online advertising to improve and this represents the latest step in achieving that goal and helping advertisers to make more informed media decisions,” said Philipp von Hilgers, co-founder and CEO of Meetrics.

Measurement errors

Facebook has faced a number of measurement errors over the past six months which led to demands from ad buyers for more third-party verification on its platform.

The social media company made the move to third-party verification with some agencies noting the viewability rates on Facebook video campaigns to be as low as 20% and going up to 30% – below the average viewability rate for video ads generally, which is approximately 50%.

The partnership with Meetrics will hope to continue Facebook’s commitment to third-party measurement to deliver the most accurate metrics possible to advertisers.