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Facebook Welcomed New Measurement Partners for Ad Viewability, Mobile

May 16, 2018 / David Cohen

Facebook announced the creation of a Facebook Marketing Partner program for marketing mix modeling, as well as new measurement partners in viewability and mobile applications and an update to its view tags method of measuring and verifying ad impressions on desktop and mobile browsers. The social network announced its first MMM integrations in 2016, calling it a way to analyze how different marketing channels—television, radio, print, digital—drive sales. Companies that are part of its new Facebook Marketing Partner program specifically for MMM include: Accenture, Analytic Edge, Analytic Partners, Annalect, Business Science Warsaw, Ebiquity, Ekimetrics, IPG Mediabrands, Ipsos MMA, Nepa, Neustar, Nielsen, Objective Partner and Rainman Consulting. Facebook now has five partners that can independently provide ad viewability verification following the addition of Meetrics and DoubleVerify. And Branch was added to the social network’s list of mobile measurement partners. F...