ANA Chief Says Facebook Needs to Be Accredited, Audited in Light of Video Metrics Error

Facebook's recent disclosure that it overestimated video viewing for two years is "troubling," and the site hasn't reached "the level of measurement transparency that marketers need and require," said Association of National Advertisers President Bob Liodice in a Thursday blog post. He said Facebook's metrics aren't accredited by the Media Rating Council and it's time for the company and others to be audited and accredited, since marketers spend billions of dollars on Facebook. Last week, the company said in a post it discovered an error in how it calculated video metrics on its dashboard and fixed it. The company didn't comment.