n three seconds, or who did not watch the video at all, which gave advertisers the impression their videos were performing better than they really were.
Since the admission and ensuing criticism from advertisers, Everson said Facebook has been in contact with clients and ad community trade groups, including the Interactive Advertising Bureau and the Association of National Advertisers (ANA).
Facebook also said on Wednesday it is in the process of forming what it called a ‘Measurement Council,’ which will include measurement experts from clients and ad agencies.
One of Facebook’s prominent advertisers, Swiss food and drink company Nestle SA (NESN.S), is already on board, Everson said, and the council should be up and running by early 2017.
The ANA, which represents Procter & Gamble Co, AT&T Inc and other major advertisers, has called on Facebook to get its metrics accredited by the Media Rating Council (MRC), an independent media measurement audit group.
While Facebook’s internal metrics are not accredited by that group, it does use MRC-accredited third-party vendors, such as Nielsen and comScore, to help advertisers verify certain data.