Facebook Says It Wants to Work More Closely With ANA, Supports Third-Party Verification

Facebook is talking with the Association of National Advertisers on how the company and ANA can work more closely together, emailed a Facebook spokesman, in response to criticism the company overestimated video viewing for two years (see 1609290075). "Trust and transparency with our partners are paramount to the operation of our company," emailed a spokesman Thursday. "Our focus has always been on driving business results for our clients, and we strongly believe in third-party verification. We have a history of working with industry leaders including Nielsen, Moat, and comScore -- and we continue to explore more partnerships.” ANA President Bob Liodice said Thursday in a blog post that Facebook should be audited and accredited by the Media Rating Council or another third party, which he called "table stakes" for digital ads.