The social network, which came under scrutiny last year for repeated inaccuracies in its tools for measuring ads, also said Friday<br />that it would give marketers new options for buying video ads this year.<br />football team having a different standard of yards needed for a first down.”<br />The mistake, followed by several other disclosures of erroneous measurements, spurred an industrywide reassessment<br />of the metrics used by digital advertising platforms, which are drawing more marketing dollars every year.<br />He said that, as part of an effort to change the situation, Procter & Gamble would start accepting the Media Rating Council standard on ad viewability<br />and work with third-party measurement companies that are accredited by the group.<br />While technology has let advertisers “venture where no creative has been before at lightning speed,” it has too often led to bad advertising<br />accompanied by even worse viewing experiences, Mr. Pritchard said on Jan. 29 at a conference held by the Interactive Advertising Bureau.<br />Procter & Gamble, with brands including Gillette, Crest<br />and Charmin, is the biggest advertiser in the United States, spending $2.4 billion in marketing last year, according to Kantar Media.<br />The social network, in its post on Friday, said that it would provide marketers with<br />new data on display ads, including the milliseconds they appear on a screen.
